Cheers to the Buyer: Who Buys Conventional, Organic and Natural Wine?—A Systematic Review

This study provides a systematic literature review of consumer characteristics associated with conventional, organic and natural wines. Following PRISMA guidelines, we included 42 empirical studies published between 2003 and 2025. The three consumer groups are compared in terms of demographics, attitudes, information seeking and knowledge, context, habits and behaviour, based on Alphabet Theory . Organic wine consumers are the most frequently examined group and are commonly associated with sustainability‐oriented purchasing, higher levels of wine‐related knowledge, and stronger health and environmental concerns. Evidence on natural wine consumers is comparatively scarce, but available studies suggest a younger consumer profile and partial overlap with organic wine buyers. Conventional wine consumers appear more price‐oriented and show lower knowledge about wine production than the other groups. Trust, knowledge and price emerge as central to distinguishing conventional from organic wine buyers. The review also reveals important research gaps, particularly the limited use of observational and behavioural data, as well as the scarce evidence on natural wine consumers. Future research should draw more on market data and consider cross‐country comparisons, robust segmentation approaches and developments over time.