Self-Identified Natural Wine Producers in Hungary: An Exploratory Survey of Producer Characteristics and Motivations

Natural wines are produced with minimal or no additives, utilizing organic cultivation methods and emphasizing the high-quality and unique characteristics of terroir. In the last decade, natural wines have received considerable attention; however, the number of scientific publications analyzing their supply side is limited. This paper aims to explore the characteristics of natural wine production and the motivations of Hungarian winemakers. The analysis is based on an online survey conducted among Hungarian wine producers (n = 88), including 45 respondents who reported producing natural wine. Descriptive statistics and probit regression were applied to compare natural and conventional producers and to identify factors associated with natural wine production. Within the surveyed sample, respondents who reported producing natural wine generally operated smaller vineyards and reported lower turnover than conventional ones. The highest-rated reported motivations were personal conviction, a desire to personally consume natural wines, the intention to create an alternative to standardized, technologically produced wines, and a willingness to try something new. Natural wine producers also evaluate natural wines more positively in terms of desirability, perceived healthiness, and taste. The findings indicate that natural wine production is primarily associated with smaller-scale production, stronger ecological orientation, and value-based motivations.