Consumers Skeptical Of Organic 'Hippie Wine'

When it comes to wine, "green" labels just pack the same financial wallop for California wines that they do for low-energy appliances and organically grown produce. A new study has found that organic labels actually decrease the price consumers are willing to pay for their wine. Wines made with 'organically' grown grapes rate higher on a widely accepted ranking, said Magali Delmas, a UCLA environmental economist and the study's lead author, and these wines can even command a higher price than their conventionally produced counterparts - long as wineries don't use the word "organic" on their labels. But when wineries do use eco-labels, prices plummet. read more

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