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."
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 Attributes
Details
Published Date
October 2025
Data Range
2019-2030
Measurement Metrics
Revenue in £
Consumer Data
1,968 internet users aged 18+, July 2025
Market Segmentation
Still 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 Market
Yellow Tail, Hardys, Casillero Del Diablo, Barefoot, McGuigan, Freixenet, Plaza Centro, Canti
Collapse All
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
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
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
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
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
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