The United Kingdom is the world’s 3rd largest wine importing market and the 5th biggest consumer — valued at US$26.3 billion in 2024, with 67% of adults drinking wine (twice the US share). It is a mature market with declining volumes, but a clear trend towards premium products. At the same
time, Brexit, high excise duty, a weak pound and inflation all weigh on spending power.
- Large but mature: #3 by import value; per-capita consumption is falling (monthly wine
drinkers 12.5% since 2015), yet two thirds of adults drink wine.
- Volume down, value up: volume flat to negative, but value grew +10% since 2019;
premiumisation carries revenue.
- Britons love a bargain: private label and promotions dominate; unlike the US, scores
and prestige count for little.
- Low-alcohol tax advantage: the duty reform (since August 2023) taxes by alcohol
strength, a structural advantage for wines below 11.5% ABV, a segment in which German
wines excel.
- Zero tariffs under the TCA: the Trade and Cooperation Agreement keeps EU–UK trade
tariff-free despite Brexit red tape.
- Opportunities: dry Riesling & VDP, Spätburgunder as “German Burgundy”, German Sekt,
organic, and low-alcohol wines.
