Lesson 6: English wine consumers

Wine is now the most popular alcoholic drink for adults in the UK across all ages and regions with 60% of UK adults over 30 million wine drinkers selecting it as their preferred alcoholic drink (Wine and Spirit Trade Association).

With prices starting at £9 a bottle (for a still white) and rising to £42 (for Hambledon Première Cuvée NV), £79 for a Surgue “Cuvee Brendan O’Regan” and up to £99 for highly premium brands, English wine remains a premium product.

Wine glasses

The profile of English wine consumers, is starting to change with regular drinkers identified as younger (24-34), wealthy, Londoners (Wine Intelligence, 2019) however a core sector remains the baby boomers and generation ‘X’ – those firmly into or approaching their middle age – with sizeable disposable incomes (those in the top 25-30% for income in the country). Sales are therefore likely to be centered in the south of the UK – due to the concentration of vineyards as well as consumer wealth in the region.