While coronavirus has hit the trade particularly hard in the past 18 months, there is evidence that consumer interest in wine has continued to flourish.
“Consumer demand for wine remains strong with wine being the most popular alcoholic drink in the UK,” said Miles Bell, chief executive of the country's Wine and Spirit Trade Association (WSTA).
Now, the new beaker DWWA Buyers Report Program It offers award-winning producers of all sizes tailored insight and expert advice on how to unlock the opportunities presented by the UK wine market which has long had a reputation for showcasing a diverse range of styles from around the world.
Through this initiative, medal winners at the Decanter World Wine Awards can receive personalized feedback on the commercial status of their wines from an expert panel with strong buying influence across the market, from fine wine bars and restaurants to supermarkets and independent retailers.
UK wine market trends: innovation and shift to e-commerce
A key feature of the past 18 months has been the ability of the trade, including importers, fine wine retailers, supermarkets and independent retailers as well as restaurants and bars, to adapt their businesses to focus more on e-commerce.
The digital transformation that had already begun in the UK wine market before the pandemic has become more complex. New sales channels have evolved, such as apps offering instant delivery, while virtual tasting sessions hosted by sommeliers, retailers and traders have showcased exciting wines and given consumers unprecedented access to winemakers and experts from their own living rooms.
For their part, consumers have embraced the idea of buying more wine online and there is evidence that this trend will continue. Analyst group Wine Intelligence said in its latest Global Compass report: 'In the UK, a larger proportion of consumers said they would be more likely than before the pandemic to continue using online channels when purchasing drinks.
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A recent example of innovation in the market is Majestic Wine's new 'Wine Club', which targets the fast-growing wine subscription sector. It is designed to help consumers discover new wines, as well as provide access to educational content, such as virtual tastings and food pairing tips.
From new wave wines to classic wines: the dynamic UK wine market
It has long been a strength of the UK market that exciting, under-the-radar bottles coexist alongside an enduring appreciation for the classics. Importers and suppliers are playing their part alongside retailers, from Aldi to Waitrose to small independent stores, as well as new wine bars and innovative restaurant menus.
For example, Marks & Spencer launched a new 'Found' collection in April 2021 to help highlight the 'hidden gems' of Romanian Fetească Regală. White wine to Italian Ribolla Gialla.
There are broader trends, of course, such as the emergence and rise of rosé, and the growing interest in vegan wines And switching to new forms of packaging, especially premium bags and boxes.
But the defining characteristic of the UK market is its reputation as a place where household names like California Cabernet or Rioja coexist with diverse and fascinating styles from around the world – including English and Welsh wines produced close to home.
A word about Brexit
One issue that looms large in 2021 is the post-Brexit trading environment. While the logistical challenges cannot be ignored, the WSTA points out that the UK remains one of the world's largest wine importers by volume and value.
“We know the government is listening to our expertise when it comes to helping the wine sector trade without barriers and tariffs,” Bell said at WSTA. Ministers recently agreed to scrap V1-1 wine import certificates, helping the industry avoid significant additional costs in the post-Brexit environment.
Bell said there was more work to be done, but highlighted the progress the government had made on free trade agreements and added: “The UK wine industry is really pouring resources into improving technology to ensure smoother transit in a more sustainable way.”
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Now perhaps more than ever, the key challenge facing wine producers is to develop and implement the right strategy to capitalize on the opportunity presented by the UK market.
Wine Intelligence said in its December 2020 Landscape Report:The UK remains a very interesting and diverse market, with niche and mainstream opportunities, but it is a market where wine companies often face their toughest tests.
How DWWA Buyers Report can help you
The Decanter World Wine Awards (DWWA) Buyers' Report program enhances medal winners' chances of success in the UK wine market by drawing on the knowledge of leading experts with strong purchasing influence.
Our expert panel includes leading sommeliers and senior buyers from major retailers, fine wine merchants, restaurant groups and private members' clubs, who will use their considerable experience to advise on how award-winning wines can acquire or improve their commercial standing in the UK. market.
The detailed feedback report will cover critical elements, including:
A detailed assessment of their wines and their commercial potential from the UK's leading buyers with purchasing power
Channel strategy and route-to-market recommendations
Benchmark analysis with similar wines already on the UK market
Review the packaging and its channel suitability
Quotes attributed to Decanter that may be used in commercial/promotional materials
Pierre Mansour, Head of Purchasing at The Wine Society, said:The DWWA Buyers Report is an excellent initiative by decanter Which offers business insight and a UK perspective to wine producers who have achieved quality, through a blind tasting exercise, but are looking for real-world guidance and input on how to break into distribution in one of the world's best wine markets. .'
Find more information about DWWA's Buyers' Report initiative and details on how to enter here.
