By Andrea Ontiveros Flores, sommelier and marketing & communications.
There is no doubt that English wine is expanding faster than ever before, with rising revenues, growing production and demand, substantial investments, and headlines pointing to a promising future for English sparkling wine. But is this truly a global trend? Is there genuine demand not only within England but also abroad? What is the consumer perception towards English wine overseas vs long-established wine country producers?
Numbers clearly show that English wine – particularly sparkling varieties – is rising significantly. While climate change has been a key driver, benefiting English vineyards with warmer and longer growing seasons, other factors are equally important. Advances in vineyard technology, improved winemaking facilities, and the diverse terroirs of regions such as Kent, Sussex, Hampshire, and Essex have allowed experimentation with both sparkling and still wines. Consumer trends also play a role, with younger drinkers proving more adventurous and open to homegrown alternatives. But what about overseas? Are we seeing the same positive trend and growing interest in English wine abroad? And what are the perception and perceived risks, if any, when opting for English wine?
Recently, I’ve been fortunate enough to visit several sparkling wine vineyards in England, as well as Champagne houses in France. This gave me the opportunity to reflect on the momentum English wine is gaining compared with some of the finest Champagne producers in Reims. One thing became clear: perception is key. Being objective while tasting a variety of wines is not only essential to understanding new consumer trends but also absolutely necessary if the wine industry is to adapt to changing generations and an increasingly international community that is embracing new regions and producers.
The experience at Champagne houses in Reims was, as expected, exceptional. Yet the vineyards of southern England proved undeniably competitive. The Mount Vineyard sparkling rosé 2019 (60% Pinot Noir, 20% Chardonnay and 20% Seyval Blanc & Phoenix), for instance, was superb. English wine has certainly earned its place among the options for a toast, an aperitif, or a special dinner – just as Champagne, Cava, or Prosecco would when one is in the mood for something sparkling and refined.
Not surprisingly when discussing these wine visits with friends from Italy and Spain, they did not necessarily share the same perception. Some were still hesitant about English wine, carrying certain prejudices. This again highlights the importance of perception and appearances in wine – and the need to break down mental barriers about what wine is “supposed” to be.
The reality is that among the top ten wine-consuming countries, eight are European, with Italy leading the way at 90.5 litres per capita – more than ten times that of the UK. Most countries with higher per capita consumption than the UK have a long-established tradition of wine drinking, closely tied to their role as wine producers. In such cases, the country itself functions as a “brand” and often even as a perceived ‘guarantee’ of quality or taste for consumers. This is one reason why wine lists are typically organized by country. Wine preferences are frequently linked to the country of origin, and the risk associated with a specific country is highly relevant within the wine product category.
The perceived risk among traditional consumers toward English wine is strongly linked to the limited information and lack of experience with the product overseas. Compared to long-established wine-producing countries, English wine is relatively new, which reduces consumer confidence in evaluating it.
Perceptions shift once consumers are made aware of its country of origin, especially given that wine purchases often carry personal importance. As a result, four major perceived risks or prejudices emerge when choosing a new ‘breed’ of wines: taste, price, quality, and social acceptance.
The most significant perceived risk when purchasing wine is taste – specifically, whether the wine will suit a particular meal or occasion. Traditional consumers are therefore more likely to choose a well-known sparkling wine from the Champagne region to ensure their expectations are met, particularly when price is a factor. Financial risk is especially evident in restaurant settings, where the cost of a bottle can be substantial; in such cases, consumers expect not only good taste but also high quality and a harmonious pairing with the meal. Equally important, however, is the social dimension: the approval of family, friends, or other reference groups. Social risk arises from the pressure to select the “right” wine, one that reflects shared expectations and secures social acceptance. This factor plays a central role in wine-purchasing decisions, underscoring the inherently social nature of wine and its strong association with occasions of shared enjoyment.
Locally, the consumer trend is undeniable. Wine tourism – including vineyard tours, tastings, and events – has flourished, particularly in Kent and Sussex. English sparkling wine also enjoys strong visibility in UK restaurants and retailers, where it is often positioned as a patriotic and sustainable choice. But overseas? A steadier but similarly positive trend is emerging, with growing international interest driven by shifting consumer preferences and strategic market expansion.
For instance, English sparkling wine is gaining popularity in North America and Asia, with exports to Canada rising 42% between 2020 and 2024 and exports to Japan doubling in the same period, supported by consumer appreciation for its fresh, delicate style. The United States ranked highest in UK wine exports in 2024, valued at approximately £95 million, followed by Hong Kong, accounting for around £81 million worth of exports. Global recognition has added momentum, with Nyetimber’s Blanc de Blancs 2016 magnum becoming the first non-Champagne wine to win the Champion Sparkling Wine trophy at the International Wine Challenge, while Chapel Down recorded a 67% increase in export sales in 2023, underscoring English wine’s growing appeal abroad.
It may still be too early to say that English sparkling wine is positioned internationally on the same level as established wine-producing countries. Despite its growth, English producers continue to face challenges with brand recognition and consumer trust abroad, as many still perceive English sparkling wine as inferior to Champagne due to unfamiliarity and long-standing brand loyalty. Ongoing efforts in education and exposure are gradually reshaping consumer perceptions. However, it would be valuable for English wine producers and their marketing teams to focus on blue ocean strategies, rather than competing in saturated, traditional red ocean markets dominated by established wine-producing countries.
Greater attention should be paid to the theory of perceived risk and how it can be turned into an advantage. This could involve not only strengthening distribution in key markets but also developing differentiated promotional strategies that resonate with the evolving buying habits of younger wine consumers. For example, advertising can play a central role in brand development by reducing perceived risks – particularly through strategic alliances, endorsements from recognised industry personalities, and efforts to address the social approval dimension of wine purchases. More broadly, advertising could help establish the brand identity of a new “breed” of wines, positioning English wine as both distinctive and credible.
What is clear is that English sparkling wine is gaining traction overseas, particularly in North America and Asia, thanks to its alignment with consumer preferences for quality and innovation. While challenges remain, the industry’s commitment to excellence and strategic market expansion positions English sparkling wine for continued success on the global stage.
