Vegan Wine and Horeca: How Can You Do Without It?

Introduction

In recent years, the HoReCa sector has undergone a significant transformation, driven by the growing demand for ethical and sustainable products . Vegan wine , in particular, is gaining popularity among Italian consumers, with 72% considering "unconventional" wine a means to environmental sustainability.

According to Eurispes' 2021 Italy Report, nearly one in ten people in Italy is vegan or vegetarian, highlighting a shift in consumer habits that the HoReCa sector cannot ignore.

Furthermore, 51% of consumers have purchased organic wine in the past year, highlighting a growing appetite for more environmentally friendly products. In this context, vegan wine not only promotes animal welfare but also supports sustainable farming practices, making it an ideal choice for establishments seeking a conscious and responsible dining experience.

In this article, we'll explore how the HoReCa sector is integrating vegan wine into its offerings, helping to redefine the dining experience with a more ethical, innovative, and forward-thinking approach.

The Italian context

The Horeca sector (including in Italy) is increasingly dynamic, innovative, competitive, and often ruthless. The ability to respond quickly and professionally to the demands of new consumers is a crucial competitive advantage for modern restaurants and hotels.

Whether you're an omnivorous or vegan restaurant, a wine bar with a kitchen, a hotel, a farmhouse, a catering company, or a food truck, an "ethical" wine list—that is, organic, vegan, and sustainable wines produced with respect for human health, animal welfare, and the environment —is no longer a simple 5-star business option, but a strategic choice that can determine the success of your business and significantly impact your reputation.

Demonstrating a concrete commitment to responsibility, sustainability, and respect for animals, health, and the environment is a must for every business.

As VEGANOK , the most widespread vegan standard in Europe and the first and only ethical guarantee mark for vegan products, highlights, 2024 marks a crucial turning point for the restaurant industry, where attention to the environment, animal welfare, and personal health are converging in an ever-increasing demand for vegan alternatives. Restaurateurs who embrace this trend stand out from the competition and also position themselves as pioneers of a new standard of gastronomic excellence , capable of satisfying the needs and values of modern consumers.

So, what should a HoReCa industry player do to meet the challenges of the new market and satisfy the increasingly "difficult" consumers of the future? Here are 4 mistakes to avoid!

1) “Snubbing” vegan and vegetarian consumers

Having vegan options on your menu can attract a specific audience of new vegan and vegetarian customers who are often overlooked in many traditional Italian restaurants (and who would certainly never be your customers). Offering vegan-friendly food and wine is not only a humane and professionally inclusive choice, but also a way to serve a rapidly growing segment of the public, one that could significantly impact your business's bottom line, even in the short term.

2) Ignoring the needs of “new customers”

Introducing vegan options, both for food and beverage, demonstrates the Horeca operator's willingness to adapt to the needs of modern customers and meet a growing market demand for vegan-friendly and cruelty-free products. A more inclusive approach is also necessary for customers with food allergies or special dietary requirements, for whom we suggest adding natural , sulfites-free , sugar-free, or even non-alcoholic wines to the à la carte menu. What restaurant or hospitality business could possibly deny its customers a toast?

3) Abusing the term “sustainability”

There's a lot of talk about sustainability , but little, if anything, is done to be truly and credibly sustainable. How can we talk about responsible consumption and reducing emissions without embracing plant-based nutrition? How can we set ourselves up as environmental champions while offering conventional products with a high ecological impact? Offering conventional wines instead of organic and certified vegan wines represents the most embarrassing antithesis of the term sustainability, and your customers expect consistency.

4) Underestimating the “neither fish nor fowl” competition

Introducing vegan options can help your business compete with your new plant-based competitors. But be careful: it's not enough to offer pasta with tomato sauce, a plate of grilled vegetables, and a glass of prosecco from a supermarket. It's important to serve high-quality dishes made with high-quality ingredients, preferably seasonal and sourced locally . The same goes for wines, which must not only represent the region and tradition, and harmoniously match the style and philosophy of your cuisine, but also, and above all, stand out for the ethical and sustainable approach with which they were produced. Only in this way will you be able to surprise your customers (whether omnivores or vegans) and give them a unique, credible, and sustainable experience, building greater loyalty and encouraging word of mouth.

Conclusion

The adoption of vegan, organic, and sustainable wines is not just a trend, but a necessity for the modern Horeca sector. Embracing this philosophy will not only enhance your business's reputation but will also help you meet the needs of an increasingly discerning and conscious clientele. Investing in ethical wines is a fundamental step towards building a more sustainable and prosperous future for your business.

Where to buy the best Italian, organic, vegan, and natural wines?

Find the best selection of vegan wines on InVinoVegan.com , the first online sales site dedicated to Italian, organic, and vegan wines. The benefits of purchasing from InVinoVegan for Horeca professionals are:

- Free Shipping: For orders over €99
- Fast Deliveries: 48-72 hours
- No minimum order
- Sustainable, zero-impact shipping
- Donations: 4% of every purchase donated to causes chosen by customers
- Consulting during the purchase phase
- Organization of tasting events
- Training your staff

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