在過去十年中，一種名為自然酒的產品由日益增多的葡萄酒生產商和消費者共同在葡萄酒產業內創造了一個新的市場。此種釀酒風格的特點為使用了早在工業化釀酒法問世之前即存在的手工釀酒法。本文中論述了自然酒產業所面臨的挑戰，以及其生產商如何看待和試圖緩解這些難關。本文採用質性研究手法，採訪了四家來自奧地利的自然酒生產商以達研究目的。經此研究發現，此產業正在尋覓著走入主流葡萄酒產業的途徑並同時面臨著因法規限制、成本上升而導致利潤受損，以及當今已無法忽視之新國家市場開發趨勢等諸多挑戰。

In the past decade, a growing number of producers and consumers alike have created a new market within the wine industry for a product called natural wine. This style of wine-making is characterized by using an artisanal approach employed before industrialized processes were introduced. The underlying paper addresses challenges faced by the natural wine industry and how producers perceive and mitigate them. In order to address the research aim, a qualitative approach is taken, by interviewing four natural wine producers from Austria. It was found that the industry is finding its way into the mainstream at this point and faces challenges concerning legal codification. Additionally, challenges such as rising costs are impacting margins and the importance of new world countries as expansion markets has become evident.

Validation letter i
Abstract Chinese ii
Abstract English iii
1. Introduction 1
2. Literature Review 3
2.1. Historic developments in wine production, the emergence of conventional wine 3
2.2. The role that additives play for consumers 5
2.3. The re-emergence of natural wine and the philosophy of natural wine 7
A broader definition of natural wine 7
Historic roots of natural wine in 20th century Germany 8
Historic roots of the modern natural wine movement in 20th century France 9
2.4. Challenges faced by the natural wine industry 10
The challenge of varying definitions of natural wine and industry fragmentation 10
The challenge of low consumer knowledge and confusion 11
Challenge of price barriers and customer segments 13
3. Methodology 15
3.1. Semi-structured interview 15
3.2. Sampling 16
3.3. Thematic analysis 18
4. Analysis of the interviews 19
4.1. Natural wine definitions and standards 19
4.2. Certifications and associations 21
4.3. Consumer knowledge, attitudes and education 23
4.4. Price and markets 25
4.5. Unique features of natural wine 27
4.6. Other challenges 27
5. Discussion 29
5.1. Challenge of varying definitions of natural wine and industry fragmentation 29
5.2. Challenge of low consumer knowledge and confusion 30
5.3. Challenge of price barriers and customer segments 31
6. Conclusion 32
References 34
Appendix 39
Interview transcripts 39

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