From Ancient Roots to Social Media Sensation
The surge in popularity of orange wines, or white wines macerated on the skins, signifies a notable shift in consumer preferences and market trends. Less than a year ago, the first signs of this trend began to surface, capturing the interest of consumers, producers, and the broader market. These wines, part of the macerated wine family, have not only attracted wine enthusiasts but have also gained significant traction on social media platforms like TikTok.
Several factors contribute to the growing enthusiasm around orange wines. Firstly, the natural wine movement of the 2010s played a pivotal role in capturing the imagination of young drinkers, who appreciated the artisanal approach often associated with these wines. Secondly, the pandemic-induced lockdowns altered consumer habits, making it easier for people to experiment with unfamiliar wines at home. According to the Guardian, this shift was evident as consumers found it less risky to spend £15 on a bottle for home consumption compared to £40 in a restaurant. Thirdly, social media has significantly influenced this trend. TikTok, in particular, features numerous videos showcasing the unique color of orange wines, which fascinates many users. Wine educator Heidi Nam-Knudsen observed, "People see them and always take a photo, even if they don’t like the wine." Additionally, many videos highlight first-time tasters who are pleasantly surprised by the wine’s characteristics.
Supporting this trend, the Guardian reports that the United Kingdom has become a key market for orange wines. The online supermarket Ocado has recorded a 99% increase in sales compared to the previous year, with London seeing a 437% monthly increase and Manchester and Kent experiencing 120% and 115% increases, respectively. These statistics underscore Ocado's claim that this summer is when "orange wine becomes completely mainstream."
But what exactly are orange wines? The process revolves around "maceration," where the must is left in contact with the grape skins, enriching the wine with polyphenols, tannins, and aromatic substances. The length of this contact is crucial: short macerations (a few hours to a few days) produce a bright yellow wine with golden reflections, while longer macerations (several days to months) result in wines with warm tones, a complex aromatic profile, and a noticeable tannic structure. As Heidi Nam-Knudsen explains, orange wines can be described as "a white wine made like a red wine." This ancient method dates back 3,000 years to Georgia, where grapes were traditionally crushed in amphorae, buried underground, and left to mature. For centuries, this was the standard winemaking technique.
In essence, the revival of orange wines is a testament to changing consumer preferences and the influence of cultural and social shifts. The natural wine movement, pandemic-driven changes in consumption habits, and the power of social media have all played roles in bringing these unique wines into the mainstream, making them a fascinating and popular choice for a diverse range of wine drinkers.