2025
9
UK Still, Sparkling and Fortified Wine Market Report 2025
2025-10-21T16:02:23+00:00
REP73AD3690_3D1A_48CB_974A_5154720559DE
2195
187864
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Report
en_GB
Only 37% of category drinkers are aware that wine's typical ABV is between 11% and 15%. Despite few people knowing wine's 'true' ABV, 46% of drinkers/buyers assume higher-ABV wines are…
UK
Wine
simple

UK Still, Sparkling and Fortified Wine Market Report 2025

"Further innovation in low-/no-alcohol wine is crucial given growing alcohol moderation. Spotlighting flavour profiles is key to driving purchase of wine."

Alice Baker, Food & Drink Analyst

Alice Baker, Food & Drink Analyst

UK Wine Market – Trends and Insights

  • Only 37% of wine drinkers are aware that wine’s typical ABV (alcohol by volume) is between 11% and 15%. However, nearly half (46%) of drinkers/buyers assume that higher-ABV wines are of better quality, making it crucial for brands producing lower-ABV wines to demonstrate that these options can still deliver on taste.
  • Inflationary pressures and weak consumer confidence have continued to erode volume sales of still, sparkling, and fortified wines in 2025. Despite this, targeting gifting occasions remains a relevant strategy, as gifting wine appeals across different financial situations and encourages trading up.
  • Alcohol moderation has been on the rise since 2022 and is expected to gain even more momentum between 2025 and 2030. This trend underscores the importance of continued innovation in low- and no-alcohol wines to sustain category sales.
  • Low- and no-alcohol wines are widely perceived as a good option for mid-week enjoyment, but brands need to actively encourage consumers to turn this positive sentiment into purchasing behavior.
  • To navigate the challenges of declining sales and shifting consumer preferences, wine brands must focus on proving the quality of lower-ABV options, innovating in the low-/no-alcohol space, and leveraging gifting occasions to drive growth.

Key Topics Analysed in the Report

  • The impact of the income squeeze on value and volume sales of still, sparkling and fortified wine in the on- and off-trade
  • Retail sales performance and shifts in market share for leading still and sparkling wine brands in 2024-25
  • Leading purchase factors for wine, including flavour profile, grape variety, brand and price
  • Key at-home and out-of-home usage occasions for still wine, including weekdays vs weekends, parties and gifting
  • Consumer perceptions of wine’s alcohol content and quality perceptions for standard vs mid-strength wines
  • Trends in launch activity in the wine category, and opportunities for further innovation
Report AttributesDetails
Published DateOctober 2025
Data Range2019-2030
Measurement MetricsRevenue in £
Consumer Data1,968 internet users aged 18+, July 2025
Market SegmentationStill red wine, Still white wine, Still rose wine, Prosecco, Champagne, Cava, Other sparkling wine, Fortified wine (e.g. Port, Sherry), Dessert wine (e.g. Sauternes)
Leading Brands in the UK Wine MarketYellow Tail, Hardys, Casillero Del Diablo, Barefoot, McGuigan, Freixenet, Plaza Centro, Canti
Collapse All
  1. EXECUTIVE SUMMARY

    • What you need to know
    • Outlook for still, sparkling and fortified wine
    • Opportunities for still, sparkling and fortified wine
    • Put wines’ flavour profiles front and centre
    • Promote low-/no-alcohol variants to unlock mid-week occasions
    • Gifting focus remains relevant in 2025-26
  2. THE MARKET

    • Snapshot – market size and forecast
    • Market size
    • Volumes fall further, inflation fuels value growth in 2025
    • Graph 1: total value sales of still, sparkling and fortified wine, 2019-25
    • Graph 2: total volume sales of still, sparkling and fortified wine, 2019-25
    • Rising prices drive value growth while volume sales decline
    • Market forecast
    • Further inflation for 2025-30, though slowing on 2019-25
    • Graph 3: market size and forecast for total value sales of still, sparkling and fortified wine, 2019-30
    • Improving finances will boost sales, alcohol moderation trend will counteract
    • Graph 4: market size and forecast for total volume sales of still, sparkling and fortified wine, 2019-30
    • Value sales to outperform volumes in 2025-30
    • Channels to market
    • Off-trade gains as income squeeze continues
    • Graph 5: total value sales of still, sparkling and fortified wine, by off- and on-trade, 2023-25
    • Retail market segmentation
    • Still wine dominates, volume sales fall in 2025
    • Graph 6: retail value sales of still, sparkling and fortified wine, by segment, 2023-25
    • Rosé sales grow in 2025, helped by the hot summer
    • Graph 7: retail value sales of wine, by segment, 2023-25
    • Market share
    • Retail still wine category is highly fragmented
    • Graph 8: retail value sales of still wine, by top five brands, 2022/23-2024/25
    • Shifts in the top 10 still wine brands in 2025
    • La Vieille Ferme and Villa Maria gain sales in 2025
    • Champagne/sparkling wine market is also fragmented
    • Graph 9: retail value sales of Champagne/sparkling wine, by top five brands, 2022/23-2024/25
    • Freixenet defies the segment’s decline in 2024/25
    • Market drivers
    • Subdued financial confidence will continue to curb wine sales
    • Graph 10: the financial confidence index, 2016-25
    • Wine and spirits inflation picks up speed in 2025
    • Graph 11: RPI inflation for wine & spirits and all items and CPIH inflation for restaurants & cafes, 2021-25
    • US government imposes tariffs on EU imports
    • Grape harvests see mixed fortunes in 2025
    • Pub closures continue over 2024-25
    • Growing alcohol moderation erodes category sales
    • Graph 12: alcohol reduction and non-usage in the last 12 months, 2022-25
  3. THE CONSUMER

    • Usage of wine
    • Seven in 10 adults drink wine, but most do so only occasionally
    • Graph 13: frequency of drinking wine in the last six months, 2020 and 2025
    • Under-35s and the financially better-off are the key wine drinkers
    • Still red and white wine are the most widely bought types
    • Graph 14: purchase of wine in the last six months, by type, 2020 and 2025
    • Most important purchase drivers for wine
    • Flavour trumps price and brand for wine buyers
    • Make wines’ flavour notes more prominent on labels
    • Represent products’ flavour notes visually
    • Offer more guidance in retail
    • Scope to source wines from outside their traditional regions
    • Usage occasions for still wine
    • At-home drinking leads for wine
    • Graph 15: usage occasions for still wine, 2025
    • Promote low-/no-alcohol wine as an ideal mid-week choice
    • Low-/no-alcohol versions can open up mid-week occasions
    • Spotlight serves and formats that help people limit intake
    • Differentiate from retail to boost wine in the on-trade
    • Consumer perceptions of alcohol content of wine
    • Less than a third know wine’s typical ABV
    • Graph 16: consumer perceptions of alcohol content of wine, 2025
    • Prove how lower-ABV wines deliver on flavour
    • Behaviours relating to wine
    • Purchase for gifting encourages trading up
    • Graph 17: behaviours relating to wine, 2025
    • Target gifting as income squeeze continues
    • Elevate wine to encourage gift buying
  4. PRODUCT, INNOVATION AND MARKETING

    • Launch activity and innovation
    • Low-/no- and lower alcohol launches continue in 2025
    • Launches in more sustainable packaging continue in 2025
    • Canned wines gain share of launches but remain niche
    • Graph 18: canned formats’ share of UK still, sparkling and fortified wine launches, 2020-25
    • Leading and niche brands add canned formats in 2025
    • Brands and retailers continue to extend into bag-in-box formats
    • Celebrity-owned and TV tie-in launches should help engage younger adults
    • Seasonal and limited edition variants remain niche
    • A few companies spotlight their use of AI technology
    • Advertising and marketing activity
    • Advertising spend on wine rises in 2025
    • Graph 19: total above-the-line, online display and direct mail advertising on still, sparkling and fortified wine, by top five advertisers, 2022-25 (sorted by 2024)
    • Yellow Tail focuses on flavour and celebrates unconventionality
    • Aldi’s Reprobates brand falls foul of advertising regulations
    • Social connections emerge as a key theme in wine advertising in 2025
    • Still and sparkling wine brands raise their profile through sports sponsorships
    • Wine brands continue to target seasonal celebrations in 2025
  5. APPENDIX

    • Supplementary data
    • Appendix – retail market segmentation
    • Appendix – still wine value sales – brands
    • Appendix – still wine volume sales – brands
    • Appendix – still wine value sales – brand owners
    • Appendix – still wine volume sales – brand owners
    • Appendix – Champagne/sparkling wine value sales – brands
    • Appendix – Champagne/sparkling wine volume sales – brands
    • Appendix – Champagne/sparkling wine value sales – brand owners
    • Appendix – Champagne/sparkling wine volume sales – brand owners
    • Appendix – fortified wine value sales – brands
    • Appendix – fortified wine volume sales – brands
    • Appendix – fortified wine value sales – brand owners
    • Appendix – fortified wine volume sales – brand owners
    • Appendix – channels to market
    • Market forecast data and methodology
    • Market forecast and prediction intervals (value)
    • Market forecast and prediction intervals (volume)
    • Forecast methodology
    • Report scope and definitions
    • Market definition
    • Market definition (continued)
    • Abbreviations and terms
    • Consumer research questions
    • Consumer research methodology
    • Nielsen Ad Intel coverage

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