Only 45 percent of British consumers were aware of organic wine, compared to 75 percent of French and 74 percent of Swedish consumers, according to a survey commissioned by Millésime Bio, which runs the organic wine trade show of the same name. Although 45 percent of British consumers would be motivated to choose organic wine due to the eco-friendly cultivation practices, just 17 percent of them checked wine labels to see if they were organic, compared to 33 percent of French and 43 percent of Swedish consumers.