Knight Frank's viticulture team has launched a pioneering demographic mapping tool that aims to redefine how vineyards and wineries target their audiences and expand direct-to-consumer sales. Officially unveiled in December at an event hosted by WineGB at Knight Frank's Baker Street office in London, this innovative tool provides a strategic advantage to UK wine producers, revolutionizing their marketing and operational approaches.
Designed to simplify decision-making, the tool draws on a wide range of data sources, including Experian, TripAdvisor and Royal Mail datasets for postcode and traffic statistics. By analyzing this data, it provides vineyards with accurate, actionable insights to improve their marketing strategies and improve customer engagement.
Knight Frank's mapping tool also serves as an important resource for site selection, integrating traditional viticultural factors such as soil quality and slope with proximity to affluent population centers and high-value local businesses. This holistic approach reflects a growing trend in the industry, where producers increasingly combine winemaking, hospitality and tourism to create diverse and sustainable operations.
Ed Mansell Lewis, Partner and Head of Viticulture at Knight Frank, added: “Our demographic mapping tool represents a major advance for the UK wine industry, providing producers with precise insights to expand their reach and build a resilient, customer-focused business. By harnessing data Comprehensive information on demographics, tourism trends, and local infrastructure, we empower vineyards to make targeted strategic decisions that deliver measurable impact and we look to collaborate with producers nationwide – whether they are boutique or boutique operations Well-established properties – to open new opportunities and support their growth in an increasingly dynamic market.
