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UK Still, Sparkling and Fortified Wine market report

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Providing the most comprehensive and up-to-date information and analysis of the Yogurt and Yogurt Drinks market, its consumers and the major players who make up that market.

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Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Covered in this report

This report analyses the UK market for still, sparkling and fortified wines, including sales through both the off- and on-trade.

Still wines

Red, white and rosé wines are the three main types of still wines covered, with lower-alcohol wines (from 5.5% ABV – Alcohol by Volume), boxed wines and dessert wines also included here.

Semi-sparkling wine, defined as having a pressure of less than three bars is included.

Sparkling wines

Champagne: including rosé and vintage Champagne.

Sparkling wines: including, white, rosé and red, are known by a variety of terms, dependent upon the region of production. For example:

  • Crémant – the generic name for sparkling wine made in France outside the region of Champagne.
  • Spumante – the Italian term for a sparkling wine.
  • Cava – a type of white or pink sparkling wine, produced mainly in the Penedès region in Catalonia, Spain.
  • English sparkling wine – any sparkling wine made in England.
  • Asti – a sparkling wine produced in the Asti region in Piedmont, Italy.
  • Moscato – a lightly sparkling wine also produced in Piedmont.
  • Prosecco – the name is protected under European law and can only be used for wine made from the Prosecco grape in the Conegliano/Valdobbiadene region of Italy.

New World – refers to wines from countries outside Europe, chiefly Australia, New Zealand and the US, but also South Africa, Argentina and Chile, for example.

Fortified wines

Fortified wine is wine with an added distilled beverage, which is usually brandy.The best known being port, sherry, Madeira and vermouth. Also included are British fortified wines, Montilla and ginger wine.

What you need to know

Most of recent value growth in the UK wine market, worth an estimated £13.26 billion in 2018, has come from prices increasing and trading up, with more modest volume performance.

At the same time though, wine buyers remain focused on buying wine on special offer/promotion, indicating that while the majority are switched on to better quality they are still looking for savings. A similar dichotomy is apparent in that most wine buyers stick to buying one or a small number of wine types, although the majority are interested in sampling new types of wine or suggestions on different wines to buy. For new wine types to break through they therefore need to disrupt shoppers.

On balance, slightly more people are cutting back on wine rather than drinking more, so new products that tap into interest in alcohol moderation are well placed to appeal. This includes both lower alcohol wines or wine-based drinks, as well as formats other than the standard 75cl bottle, such as half or 50cl bottles, pouches and single-serve cans.

Expert analysis from a specialist in the field

Written by Richard Caines, a leading analyst in the Food & Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

In a market where many shoppers are focused on buying what is on special offer and consumers typically drink from a narrow repertoire of wine types, wine festivals can help to prompt people to buy more wine and encourage greater experimentation. These should include samplings and suggestions on wines people might like, as well as highlighting new lower alcohol wines or wine-based drinks to appeal to those looking to cut their intake of alcohol.Richard Caines
Senior Food & Drink Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
        • Still wines
          • Sparkling wines
            • Fortified wines
              • Excluded from the Report
              • Executive Summary

                  • The market
                    • Strong year for wine sales in 2017
                      • Slowdown in growth in 2018
                        • Figure 1: Forecast of total UK value sales of wine, 2013-23
                      • Off-trade continues to outperform on-trade
                        • Better harvests expected in 2018 after weather-hit 2017
                          • Companies and brands
                            • Most top brands in still wine see sales growth
                              • Figure 2: UK retail value sales of the top 10 still wine brands, 2017/18*
                            • Freixenet benefits from move into prosecco
                              • Buckfast drives growth in fortified wines
                                • More formats targeting out-of-home occasions
                                  • Smaller bottles target mid-week drinking
                                    • New lighter, drier rosé and fruit-flavoured wines added
                                      • The consumer
                                        • Two thirds of adults buy wine
                                          • Figure 3: Purchase of wines by type, August 2018
                                        • In-store purchases dwarf on-trade wine buying
                                          • Grape type biggest factor influencing choice
                                            • Figure 4: Most important factors influencing choice of still wine, August 2018
                                          • Special offers/promotions have a big influence
                                            • Room to encourage more experimentation
                                              • Figure 5: Behaviours related to buying wine, August 2018
                                            • A third of wine buyers interested in ‘natural’ wines
                                              • Interest in more fruit-infused and sparkling wines
                                                • Figure 6: Interest in buying different wine products, August 2018
                                              • On balance more people are drinking less wine than more
                                                • Figure 7: Attitudes towards wine, August 2018
                                              • What we think
                                              • Issues and Insights

                                                • Room for samplings and suggestions to encourage more wine buying
                                                  • The facts
                                                    • The implications
                                                      • Packaging development can help add value to wine market
                                                        • The facts
                                                          • The implications
                                                            • Alcohol moderation offers opportunity for wines with less alcohol
                                                              • The facts
                                                                • The implications
                                                                • The Market – What You Need to Know

                                                                  • Strong year for wine sales in 2017
                                                                    • Slowdown in growth in 2018
                                                                      • Still wine sales grow strongly
                                                                        • Slowdown in growth of sparkling wines
                                                                          • Buckfast boosts fortified wines
                                                                            • Off-trade continues to outperform on-trade
                                                                              • Freeze on wine duty in November 2017 Budget
                                                                                • Weakening of Pound ups wine prices
                                                                                  • Better harvests expected in 2018 after weather-hit 2017
                                                                                  • Market Size and Forecast

                                                                                    • Strong year for wine in 2017
                                                                                      • Higher prices boost value sales
                                                                                        • Still wine a big driver of growth
                                                                                          • Slowdown in growth in 2018
                                                                                            • Prices still increasing
                                                                                              • Brexit uncertainty continues
                                                                                                • Figure 8: Total value and volume sales of wine, at current and constant prices, 2013-23
                                                                                                • Figure 9: Forecast of total UK value sales of wine, 2013-23
                                                                                                • Figure 10: Forecast of total UK volume sales of wine, 2013-23
                                                                                              • Forecast methodology
                                                                                              • Market Segmentation

                                                                                                • Strong growth seen in still wine sales
                                                                                                    • Figure 11: Total value and volume sales of still wines, at current and constant prices, 2013-23
                                                                                                    • Figure 12: Forecast of UK value sales of still wines, 2013-23
                                                                                                  • Slowdown in growth of sparkling wines
                                                                                                      • Figure 13: Total value and volume sales of sparkling wines (including Champagne), at current and constant prices, 2013-23
                                                                                                      • Figure 14: Forecast of UK value sales of sparkling wine (including Champagne), 2012-23
                                                                                                    • Buckfast reverses decline in fortified wines
                                                                                                      • Figure 15: Total value and volume sales of fortified wines, at current and constant prices, 2013-23
                                                                                                      • Figure 16: Forecast of UK value sales of fortified wines, 2012-23
                                                                                                  • Channels to Market

                                                                                                    • Off-trade continues to outperform on-trade
                                                                                                      • Rising costs push up on-trade wine prices
                                                                                                        • Figure 17: UK value and volume sales of wine in the on- and off-trade, by type, 2016-18
                                                                                                    • Market Drivers

                                                                                                      • Freeze on wine duty in November 2017 Budget
                                                                                                        • Figure 18: UK excise duty rates for wines, 2008-17
                                                                                                      • Weakening of Pound against leading currencies ups wine prices
                                                                                                        • Figure 19: Average Annual exchange rates for Sterling, 2013-18
                                                                                                      • Weather impacts on wine harvests in Europe in 2017
                                                                                                        • Moderation in alcohol puts pressure also on wine
                                                                                                          • Cost and health are key reasons for drinking less wine
                                                                                                            • Rising costs in the on-trade
                                                                                                              • Population growth will help wine sales
                                                                                                                  • Figure 20: Trends in the age structure of the UK population, 2013-23
                                                                                                              • Companies and Brands – What You Need to Know

                                                                                                                • Most top brands in still wine see sales growth
                                                                                                                  • Freixenet benefits from move into prosecco
                                                                                                                    • Buckfast drives growth in fortified wines
                                                                                                                      • More formats targeting out-of-home occasions
                                                                                                                        • Smaller bottles target mid-week drinking
                                                                                                                          • Lighter and premium variants look to boost rosé wines
                                                                                                                            • Low- and no-alcohol offerings tap interest in alcohol moderation
                                                                                                                              • Fruit-flavoured wines tap interest in different flavours
                                                                                                                                • Wine brands looking to stand-out packaging
                                                                                                                                  • Retailers dominate wine advertising
                                                                                                                                  • Market Share

                                                                                                                                    • Most top brands in still wine see sales growth
                                                                                                                                      • Mid-market brands lose out to premium rivals
                                                                                                                                        • TWE taps into demand for quality branded offerings
                                                                                                                                          • Figure 21: UK retail value and volume sales of the leading still wine brands, 2016/17-2017/18
                                                                                                                                        • Freixenet benefits from move into prosecco
                                                                                                                                          • Figure 22: UK retail value and volume sales of the leading sparkling wine brands, 2016/17-2017/18
                                                                                                                                        • Own-label makes gains in Champagne
                                                                                                                                          • Figure 23: UK retail value and volume sales of the leading Champagne brands, 2016/17-2017/18
                                                                                                                                        • Buckfast drives growth in fortified wines
                                                                                                                                          • Figure 24: UK retail value and volume sales of the leading fortified wine brands, 2016/17-2017/18
                                                                                                                                      • Launch Activity and Innovation

                                                                                                                                        • More formats targeting out-of-home occasions
                                                                                                                                          • New pouches and bag-in-box wines
                                                                                                                                            • More single-serve cans launched
                                                                                                                                              • Figure 25: Example of Most Wanted wine in cans, 2018
                                                                                                                                            • Smaller bottles target midweek drinking
                                                                                                                                              • Grocers explore smaller bottles
                                                                                                                                                • Accolade and Concha y Toro launch 50cl bottles
                                                                                                                                                  • Lighter and premium variants look to boost rosé wines
                                                                                                                                                    • Figure 26: Examples of pale rosé wine, 2018
                                                                                                                                                  • More celebrity wines launched
                                                                                                                                                    • Figure 27: Examples of celebrity wine ranges, 2018
                                                                                                                                                  • Low- and no-alcohol offerings tap interest in alcohol moderation
                                                                                                                                                    • Black Tower and McGuigan go as low as 0.5% ABV
                                                                                                                                                      • Aldi launches ZeroPointZero wine alternatives
                                                                                                                                                        • Low-calorie variants remain a rarity in wine market
                                                                                                                                                          • Fruit-flavoured wines tap interest in different flavours
                                                                                                                                                            • Kingsland Drinks pitches fruit fusion sparkling as a premium drink
                                                                                                                                                              • Château Jacked goes for a younger crowd with ginger and lychee
                                                                                                                                                                • More spritz activity from leading brands
                                                                                                                                                                  • Wine brands look to stand-out packaging
                                                                                                                                                                    • 19 Crimes uses AR to bring labels to life
                                                                                                                                                                      • New colour-changing label for Harveys Bristol Cream
                                                                                                                                                                        • Pernod Ricard links with the artist community
                                                                                                                                                                          • Figure 28: Examples of wines with standout packaging, 2018
                                                                                                                                                                        • Organic wines growing from low base
                                                                                                                                                                          • More vegan wines being launched
                                                                                                                                                                          • Advertising and Marketing Activity

                                                                                                                                                                            • Increase in 2017 wine advertising
                                                                                                                                                                              • Figure 29: Total above-the line, online display and direct mail advertising expenditure on wine, 2014-18
                                                                                                                                                                            • Retailers dominate wine advertising
                                                                                                                                                                              • Lidl looks to prove the quality of its wine
                                                                                                                                                                                • Most retailers push wine price promotions
                                                                                                                                                                                  • Fragmented spend by brands
                                                                                                                                                                                    • Figure 30: Total above-the line, online display and direct mail advertising expenditure on wine, by advertiser, 2014-18
                                                                                                                                                                                  • Yellow Tail puts the focus on taste
                                                                                                                                                                                    • Kumala wine looks to ‘Keep it Kolourful’
                                                                                                                                                                                      • Echo Falls official wine of Love Island
                                                                                                                                                                                        • Casillero del Diablo renews Sky TV sponsorship 
                                                                                                                                                                                          • TV adverts for Blossom Hill and Wolf Blass
                                                                                                                                                                                            • Hardys renew partnership with England Cricket
                                                                                                                                                                                              • I Heart Wines launches digital and poster campaign
                                                                                                                                                                                                • Eisberg and Campo Viejo focus on experience
                                                                                                                                                                                                  • JP Chenet campaign for single serve bottles
                                                                                                                                                                                                    • Nielsen Ad Intel coverage
                                                                                                                                                                                                    • The Consumer – What You Need to Know

                                                                                                                                                                                                      • Two thirds of adults buy wine
                                                                                                                                                                                                        • Still white and red remain most popular types
                                                                                                                                                                                                          • In-store purchases dwarf on-trade wine buying
                                                                                                                                                                                                            • Grape type biggest factor influencing choice
                                                                                                                                                                                                              • Alcohol content is a bigger factor for younger consumers
                                                                                                                                                                                                                • Special offers/promotions have a big influence
                                                                                                                                                                                                                  • Room to encourage more experimentation
                                                                                                                                                                                                                    • A third of wine buyers interested in ‘natural’ wines
                                                                                                                                                                                                                      • Interest in more fruit-infused and new sparkling wines
                                                                                                                                                                                                                        • On balance more people are drinking less wine
                                                                                                                                                                                                                        • Purchase of Wines

                                                                                                                                                                                                                          • Two thirds of adults buy wine
                                                                                                                                                                                                                            • Wine buying falls among over-65s and rises with income
                                                                                                                                                                                                                              • Sparkling wine sees a younger skew
                                                                                                                                                                                                                                • Figure 31: Profile of still and sparkling wine buyers, by age, August 2018
                                                                                                                                                                                                                              • Still white and red remain most popular types
                                                                                                                                                                                                                                • Figure 32: Purchase of wines by type, August 2018
                                                                                                                                                                                                                              • Prosecco cements third place
                                                                                                                                                                                                                                • Champagne shows a stronger young bias
                                                                                                                                                                                                                                  • Still rosé and fruit-flavoured wines are more popular with women and younger drinkers
                                                                                                                                                                                                                                  • Locations for Buying Wine

                                                                                                                                                                                                                                    • In-store purchases dwarf on-trade wine buying
                                                                                                                                                                                                                                      • Figure 33: Channels used for buying wines, August 2018
                                                                                                                                                                                                                                    • Big supermarkets used by eight in ten buyers of wine
                                                                                                                                                                                                                                      • Aldi and Lidl over-trade in wine
                                                                                                                                                                                                                                        • Figure 34: Where wine has been bought in the last 6 months, August 2018
                                                                                                                                                                                                                                      • Specialist wine stores draw in more shoppers online than off
                                                                                                                                                                                                                                        • C-stores appeal most to under-45s
                                                                                                                                                                                                                                          • Three in ten wine buyers buy from pubs/bars
                                                                                                                                                                                                                                          • Factors Influencing Choice of Still Wine

                                                                                                                                                                                                                                            • Grape type biggest factor influencing choice
                                                                                                                                                                                                                                              • Grape type has most sway among over-55s
                                                                                                                                                                                                                                                • Retailers can focus on grape over country
                                                                                                                                                                                                                                                  • Figure 35: Most important factors influencing choice of still wine, August 2018
                                                                                                                                                                                                                                                • Country of production lags some way behind grape type in wine choice
                                                                                                                                                                                                                                                  • Focus on country of production need not be about familiar origin
                                                                                                                                                                                                                                                    • Alcohol content is a bigger factor for younger consumers
                                                                                                                                                                                                                                                      • Brand name and look of bottle can help increase appeal
                                                                                                                                                                                                                                                      • Behaviours Related to Buying Wine

                                                                                                                                                                                                                                                        • Special offers/promotions have a big influence
                                                                                                                                                                                                                                                          • Savvy shopping is part of wine buying for most
                                                                                                                                                                                                                                                            • Wine events offer some scope to boost volume sales
                                                                                                                                                                                                                                                              • Most buyers report trading up in wine
                                                                                                                                                                                                                                                                • Figure 36: Behaviours related to buying wine, August 2018
                                                                                                                                                                                                                                                              • Room to encourage more experimentation in wine buying
                                                                                                                                                                                                                                                                • Sampling offers a way to expand wine repertoires
                                                                                                                                                                                                                                                                  • Wine buyers are open to more suggestions
                                                                                                                                                                                                                                                                    • Supermarkets should benefit from making wine choice easier
                                                                                                                                                                                                                                                                      • Half of buyers will ask staff to help with wine choice
                                                                                                                                                                                                                                                                      • Interest in Buying Products

                                                                                                                                                                                                                                                                        • A third of wine buyers interested in ‘natural’ wines
                                                                                                                                                                                                                                                                          • All-natural claims are rare in wine
                                                                                                                                                                                                                                                                            • Promoting natural credentials should appeal
                                                                                                                                                                                                                                                                              • Figure 37: Interest in buying different wine products, August 2018
                                                                                                                                                                                                                                                                            • Emphasising ‘craft’ credentials can also win favour
                                                                                                                                                                                                                                                                              • Spotlighting small volume should benefit retailers/on-trade venues
                                                                                                                                                                                                                                                                                • Interest in more fruit-infused wines
                                                                                                                                                                                                                                                                                  • New types of sparkling wines appeal widely
                                                                                                                                                                                                                                                                                    • Interest in more choice in different packaging formats
                                                                                                                                                                                                                                                                                      • Single serve wines interest 35-44s and c-store shoppers the most
                                                                                                                                                                                                                                                                                        • Gift packs appeal to a fifth of buyers
                                                                                                                                                                                                                                                                                        • Wine Drinking Behaviour

                                                                                                                                                                                                                                                                                          • On balance more people are drinking less wine
                                                                                                                                                                                                                                                                                            • Figure 38: Change in amount of wine drunk compared to a year ago, August 2018
                                                                                                                                                                                                                                                                                          • Saving money and health are main reasons for drinking less wine
                                                                                                                                                                                                                                                                                            • Risk of squeezed buyers taking wine off the shopping list
                                                                                                                                                                                                                                                                                              • Figure 39: Reasons for drinking less wine compared with a year ago, August 2018
                                                                                                                                                                                                                                                                                            • Low-calorie wines can steal a march with those moderating wine to manage weight
                                                                                                                                                                                                                                                                                            • Attitudes towards Wine

                                                                                                                                                                                                                                                                                              • Taste is key for increasing the appeal of low-alcohol wine
                                                                                                                                                                                                                                                                                                • Strong interest in below 10% ABV wines
                                                                                                                                                                                                                                                                                                  • Lower-alcohol wines chime in particular with Millennials
                                                                                                                                                                                                                                                                                                    • Figure 40: Attitudes towards wine, August 2018
                                                                                                                                                                                                                                                                                                  • Wine spritzers also seen as good for alcohol moderation
                                                                                                                                                                                                                                                                                                    • Women and youngsters are most positive about spritzers
                                                                                                                                                                                                                                                                                                      • Interest in low-calorie wines overlaps with positivity about spritzers
                                                                                                                                                                                                                                                                                                        • Smaller bottles can help encourage more wine drinking
                                                                                                                                                                                                                                                                                                          • Smaller sized bottles have most sway among 18-34s
                                                                                                                                                                                                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                                                                                                              • Abbreviations
                                                                                                                                                                                                                                                                                                                • Consumer research methodology
                                                                                                                                                                                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                                                                                                  • Forecast methodology
                                                                                                                                                                                                                                                                                                                  • Appendix – Market Segmentation

                                                                                                                                                                                                                                                                                                                      • Figure 41: Best- and worst-case forecast of total UK retail value sales of wine, 2018-23
                                                                                                                                                                                                                                                                                                                      • Figure 42: Best- and worst-case forecast of total UK retail volume sales of wine, 2018-23
                                                                                                                                                                                                                                                                                                                      • Figure 43: Forecast of UK volume sales of still wines, 2013-23
                                                                                                                                                                                                                                                                                                                      • Figure 44: Best- and worst-case forecast of UK retail value sales of still wine, 2018-23
                                                                                                                                                                                                                                                                                                                      • Figure 45: Best- and worst-case forecast of UK retail volume sales of still wine, 2018-23
                                                                                                                                                                                                                                                                                                                      • Figure 46: Forecast of UK volume sales of sparkling wines (including Champagne), 2013-23
                                                                                                                                                                                                                                                                                                                      • Figure 47: Best- and worst-case forecast of UK retail value sales of sparkling wine (including Champagne), 2018-23
                                                                                                                                                                                                                                                                                                                      • Figure 48: Best- and worst-case forecast of UK retail volume sales of sparkling wine (including Champagne), 2018-23
                                                                                                                                                                                                                                                                                                                      • Figure 49: Forecast of UK volume sales of fortified wine, 2013-23
                                                                                                                                                                                                                                                                                                                      • Figure 50: Best- and worst-case forecast of UK retail value sales of fortified wine, 2018-23
                                                                                                                                                                                                                                                                                                                      • Figure 51: Best- and worst-case forecast of UK retail volume sales of fortified wine, 2018-23
                                                                                                                                                                                                                                                                                                                      • Figure 52: Total value and volume sales of fortified wines through the off-trade, by type, at current prices, 2016-18
                                                                                                                                                                                                                                                                                                                      • Figure 53: Total value and volume sales of still wine through the off-trade, by types, at current prices, 2016-18
                                                                                                                                                                                                                                                                                                                      • Figure 54: Total value and volume sales of sparkling wine (excluding Champagne) through the off-trade, by types, at current prices, 2016-18
                                                                                                                                                                                                                                                                                                                  • Appendix – Market Share

                                                                                                                                                                                                                                                                                                                      • Figure 55: UK retail value and volume sales of the leading still wine manufacturers, 2016/17-2017/18
                                                                                                                                                                                                                                                                                                                      • Figure 56: UK retail value and volume sales of the leading sparkling wine manufacturers, 2016/17-2017/18
                                                                                                                                                                                                                                                                                                                      • Figure 57: UK retail value and volume sales of the leading Champagne manufacturers, 2016/17-2017/18
                                                                                                                                                                                                                                                                                                                      • Figure 58: UK retail value and volume sales of the leading fortified wine manufacturers, 2016/17-2017/18
                                                                                                                                                                                                                                                                                                                  • Appendix – Launch Activity and Innovation

                                                                                                                                                                                                                                                                                                                      • Figure 59: New product launches in the UK wine market*, by claim (sorted by 2017), 2014-18