Despite the growing interest of consumers in natural wines over the last few years, organic winemakers face a number of barriers to further development. The European Union has difficulty in developing a credible regulatory environment for organic wine making with a common solution for the member states. There is confusion in existing definitions, regulations, implemented strategies and certification. This paper aims to shed light on the poorly researched area of natural winemaking in Europe. In this paper we distil information from existing literature and a number of original case studies with natural wine producers in France and Italy to explore organic wine consumer motivations, producer motivations, production approaches and market strategies. We suggest that 1. The EU-adopted legislative umbrella term'organic wines' obscures a heterogeneity of products, market motivations and strategies; 2. We need new tools for thinking about and analising the organic wine sector in Europe, 3. A key element for the growth of organic winemaking is a Europe-wine valorisation of'organic'as a mark of quality in wine.