As a chef, Justin Dean is well-acquainted with the unique flavors that vinegar can impart to various dishes, including salad dressings and sauces. However, the 50-year-old never imagined he would start crafting his own artisanal vinegars from leftover or otherwise unusable ingredients like wine, mint, persimmon, basil, and even beer. “I embarked on this journey out of love and respect for the ingredient, and it unexpectedly evolved into a business,” Dean shared. Nearly a decade ago, he began making vinegar in his basement and distributing it to local chefs. Their reactions were enthusiastic: “Holy s—. This is not vinegar at all; it’s unlike anything I’ve ever tasted.” That was the moment Dean realized there might be potential in his creations.
Today, as co-owners of The MadHouse Vinegar Co., Dean and his business partner Richard Stewart produce hundreds of gallons of vinegar annually on their 300-acre farm located about 15 miles from Cincinnati, utilizing inputs that would otherwise go to waste. The meticulous process of vinegar production, which can take several months up to a year, results in a richer flavor profile that avoids the sharp, acidic taste commonly associated with mainstream varieties. Last summer, when local demand for sweet corn diminished, a nearby farmer provided Dean with some freshly picked corn. After a forklift accident broke two bottles of wine from North Carolina, Dean repurposed the unusable varieties of Cabernet Sauvignon, Pinot Noir, Riesling, and Chardonnay. Even broken candy canes were transformed into peppermint vinegar, although Dean noted that it hasn’t sold particularly well. “I was left with 25 pounds of candy canes and figured I’d turn them into vinegar to see what would happen,” he explained.
Small operations like MadHouse, Acid League, and Lindera Farms are revitalizing the vinegar market. According to IMARC Group, the global vinegar market is expected to grow from $2.27 billion last year to $2.62 billion by 2027, driven by the rise of custom blends. Despite its newfound popularity, vinegar—created through the fermentation of alcohol—has ancient roots. Babylonian scrolls documented its use around 5000 B.C., and traces were found in Egyptian urns two millennia later. Referred to as “the poor man’s wine,” the Bible mentions Jesus being offered vinegar at the Crucifixion.
Today, vinegar benefits from a surge in ready-to-eat food options, playing a crucial role in inhibiting bacterial growth and preventing spoilage, alongside its flavoring capabilities. Stryve Foods, a producer of air-dried meat products known as biltong, employs a vinegar bath that serves as a natural preservative while infusing bold flavors. Kemin Industries has also embraced vinegar, focusing on natural preservatives to align with the growing consumer trend toward healthier eating and premium products. Courtney Schwartz, the marketing director of Kemin Food Technologies, highlighted that the company utilizes vinegar not just for freshness, but also for preserving color and flavor. Furthermore, vinegar often substitutes salt for flavor, thriving as consumers seek new tastes and varieties.
The pandemic prompted many individuals to cook at home and experiment in the kitchen, leading to increased interest in vinegar. Traditionally associated with large jugs of white distilled and apple cider varieties, the market now offers a wider array of flavors including coconut, cane, lemon, and fig. Wesley McWhorter, an assistant professor at the University of Texas Health Science Center at Houston School of Public Health, notes that a decade ago, options beyond red wine, balsamic, and apple cider vinegars were scarce.
Susan Pritchett, brand director at Mizkan America, stated that varieties like wine vinegar, rice vinegar, and balsamic vinegar are among the fastest-growing in popularity. In the U.S., vinegar sales rose 4.6% in 2021 to $654 million, up from $625 million in 2018, according to NielsenIQ. However, sales have significantly declined from $722 million in 2020 when the pandemic forced restaurants to close and consumers spent more time cooking at home. Pritchett attributes the slower growth in the vinegar segment to consumers’ limited understanding of how vinegar is made and its flavor impact on dishes. Currently, household penetration for vinegar is estimated at only 10%. “As stewards of the category, we have both an opportunity and a responsibility to educate consumers and enhance their understanding,” she emphasized.
To boost sales at Mizkan America, the company is leveraging social media and influencer partnerships to inform consumers about vinegar and its uses. Innovations are catering to consumer demand for diverse flavor options, such as Mizkan’s Sweet Chili and Toasted Sesame varieties, as well as organic options through Holland House Organic Wine Vinegars. “There’s a health halo surrounding vinegar. People are drinking it and adding it to smoothies,” Pritchett noted. “Market trends indicate a growing demand for premium products, so it’s up to us to identify these opportunities.”
In conclusion, as the vinegar market continues to evolve, products like Kirkland Signature Calcium Citrate 500mg 1000 Tablets show that health-conscious choices are also influencing consumer preferences. As vinegar remains a versatile ingredient, its potential for growth is significant, particularly as awareness and education around its uses expand.