Market insights – United Kingdom

This content is restricted to wine exporters and levy-payers. Some reports are available for purchase to non-levy payers/exporters.

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The UK is the fifth largest wine market in the world. It is almost entirely dependent on imported wine, despite a flourishing niche sparkling wine sector, and is the world’s second largest wine importer.
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Overview: The UK: Australia’s largest wine market by volume

In 2020 the UK imported just under 1.5 billion litres of wine, valued at over $US 4 billion.

Australia is the second largest source of wine imports into the UK by volume and fourth largest by value, while the UK is Australia’s largest export market in volume terms, accounting for approximately 36 per cent of total exported wine volume in 2020.  Australia ships 85 per cent of wine to the UK in bulk for bottling in market, which reduces the average value of exports and means the UK is Australia’s second largest market by value.

Australia is the number one country of origin in the UK off-trade market, with nearly twice the market share of its nearest rivals, France and Italy. Of the top 18 brands in the UK off-trade by value in 2020, six were Australian (IRI).

There are some challenges in the UK market, including the uncertainty in the aftermath of Brexit, increasing excises on alcohol, retail consolidation and a slow decline in per capita wine consumption.  On the other hand, wine sales at the premium end of the market are growing and there is growth potential for Australia in this segment, as well as in the on-trade and independent channels, where we are under-represented. 

Research commissioned by Wine Australia on global brand health tracking found that wine drinkers in the UK have positive associations with Australian wine especially around ‘wines that offer good value for money’, ‘are popular wines’, ‘food friendly wines’ and wines they recognise and would be happy to recommend. Quality perceptions of Australian wine have also improved since 2010.

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Reports listing

Restricted to levy payers and wine exporters. Some reports are available for purchase - find out more


UK off-trade wine sales report

Latest update: 28 Oct 2021

This report summarises the United Kingdom wine market by wine style, colour, brand, country of origin and price point.

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Wine import market reports

Latest update: 08 Aug 2021

Summarises wine imports for various markets by three categories - bulk wine, bottled wine and sparkling wine. The report assists Australian wine exporters understand trends in global wine trade.

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UK Wine Landscapes

Latest update: 12 May 2021

This Wine Intelligence Management Summary provides an overview of the United Kingdom (UK) wine market highlighting consumption behaviour and attitudes towards wine among regular wine drinkers.

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Webinar - Consumer wine consumption behaviour during and post COVID-19 in Europe

Latest update: 13 Jul 2020

Presentation by Wine Intelligence detailing how wine consumers in Australia, the USA and the UK have responded to the COVID-19 pandemic before and during lockdown, and how they anticipate their behaviour will change after the removal of restrictive measures.

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Consumer wine consumption behaviour during and post COVID-19 in Australia, UK and the USA

Latest update: 21 May 2020

Presentation by Wine Intelligence detailing how wine consumers in Australia, the USA and the UK have responded to the COVID-19 pandemic before and during lockdown, and how they anticipate their behaviour will change after the removal of restrictive measures.

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UK Wilson drinks report

Latest update: 31 Jan 2017

The UK Wilson Drinks Report is a research-based report on the United Kingdom drinks market. A special edition has been prepared for Wine Australia winegrape and export levy payers.

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Further reading

Australian export market snapshots
Export Market Snapshots are one-page profiles of the export markets for Australian wine and provide at-a-glance summary statistics.
Latest news
Get the latest Australian wine news from Wine Australia - articles, media releases and market bulletins.
Marketing programs
Wine Australia’s role is to promote the sale and consumption of Australian wine internationally and domestically.

This content is restricted to wine exporters and levy-payers. Some reports are available for purchase to non-levy payers/exporters.

Levy payers/exporters
Non-levy payers/exporters
Find out more

This content is restricted to wine exporters and levy-payers. Some reports are available for purchase to non-levy payers/exporters.