{"id":1075960,"date":"2026-07-08T09:36:38","date_gmt":"2026-07-08T09:36:38","guid":{"rendered":"https:\/\/www.europesays.com\/uk\/1075960\/"},"modified":"2026-07-08T09:36:38","modified_gmt":"2026-07-08T09:36:38","slug":"the-buyer-winegbs-nicola-bates-on-what-uk-wine-industry-needs-to-do-next","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/uk\/1075960\/","title":{"rendered":"The Buyer | WineGB’s Nicola Bates on what UK wine industry needs to do next"},"content":{"rendered":"

We have just had English wine week – how did it go and what were the highlights?<\/strong><\/p>\n

English Wine Week this year was a tremendous success. What stood out most was the sheer breadth of participation: from independent retailers and restaurants to major national groups, everyone leaned in. We saw what I would imagine are record levels of consumer engagement, with events selling out across the country.<\/p>\n

This year’s campaign was linked to our broader campaign, Create New Traditions, inspiring consumers\u00a0to enjoy English wine and build new rituals around local products.<\/p>\n

\"The<\/p>\n

The highlight for me was the energy. There\u2019s a growing sense that English and Welsh wine has moved from being a curiosity to a category with real momentum. The trade tastings were exceptionally well attended, and the storytelling around provenance, sustainability and quality resonated strongly. It felt like a step-change in how confidently the industry is presenting itself.<\/p>\n

What were the objectives from this year\u2019s English wine week vs previous years and how did you achieve them?<\/strong><\/p>\n

Our focus this year was to be sharper and more strategic. Historically, English Wine Week has been about awareness; this year, it was about activation. We wanted to convert interest into trial, and trial into repeat purchase.<\/p>\n

To achieve that, we worked closely with our partners, such as London Heathrow Airport and Coravin<\/a> to give it a platform targeting broader audiences, as well as working with the trade to create promotional window stickers with a simple call to action \u2018buy English wine here\u2019, clearer messaging, and stronger storytelling through digital amplification.<\/p>\n

Producers collaborated more than ever, and we rolled out our unified branding that helped consumers instantly recognise the campaign. The result was a more cohesive national moment that genuinely moved the dial.<\/p>\n

Does it have a direct impact on sales and if so what do you hope from this year\u2019s week of events?<\/strong><\/p>\n

Yes, English Wine Week absolutely drives sales. We consistently see a spike in both direct to consumer and retail purchases during the campaign, and early indications are looking promising.<\/p>\n

What I hope to see is sustained momentum: increased listings, stronger handsells, and more consumers adding English and Welsh wine to their regular buying repertoire. The category is still young, so every year of growth compounds the long-term opportunity.<\/p>\n

How is the overall picture for English wine going into the 2026 harvest in terms of production: sales and growth?<\/strong><\/p>\n

\"The<\/p>\n

Nicola Bates is confident about the 2026 English and Wales wine harvest and it will be the first time that many of the plantings over the last 10 years will produce fruit to turn into wine <\/p>\n

Whilst it\u2019s too early to say what the harvest will look, we are entering with real confidence and optimism. Plantings over the past decade are now reaching maturity and the quality is increasing.<\/p>\n

Sales continue to rise year-on-year, and growth is being driven not only by sparkling wine, but increasingly by still wines, which are gaining recognition for their precision, freshness and distinctiveness.<\/p>\n

The industry is scaling, professionalising, and investing in long-term capability. It\u2019s a very healthy picture and exciting opportunity.<\/p>\n

Still vs sparkling? What is the balance now in terms of production and sales and do you see that gap closing in coming years?<\/strong><\/p>\n

Sparkling wine still accounts for the majority of production, roughly 70%, but still wine sales experienced a 10% growth in 2024, and now represent a meaningful and fast-growing part of the market, particularly Bacchus, Chardonnay and Pinot Noir.<\/p>\n

Do I see the gap closing? Yes, gradually. Warmer growing seasons and improved viticulture are enabling producers to experiment with different grapes and craft still wines with greater consistency and character.<\/p>\n

Interestingly enough this is the second year of our awards where we have seen more still applications than sparkling, reflecting the appetite to innovate and the quality of the grapes. There are many amazing wines and some exceptional Chardonnays in the mix.<\/p>\n

Where do you see the biggest untapped potential for English wine in the next two to threes years?<\/strong><\/p>\n

\"The<\/p>\n

WineGB will continue to push its presence at major trade shows like Wine Paris and look to target its 10 key export markets <\/p>\n

The most exciting opportunity lies in domestic market penetration. Even with rising visibility, English and Welsh wine still represents a small share of UK wine consumption. The quality is increasing and our wines are winning international medals, so increasing distribution in the on-trade, expanding regional retail presence, and strengthening DTC channels will unlock significant growth.<\/p>\n

Beyond that, our focus is on our core 10 export markets. In particular, Scandinavia, North America and parts of Asia, are showing strong appetite for cool-climate wines with authentic provenance. Exports volumes grew 35% in 2024, to now account for 9% of total sales and it’s an area that is a fundamental pillar of our growth strategy.<\/p>\n

What are the challenges you have to over come to achieve that?<\/strong><\/p>\n

Our biggest challenges as mentioned are increasing domestic sales. We need to continue educating both trade and consumers, because whilst awareness for the category is rising, understanding on the quality and what our producers have to offer, still lags behind.<\/p>\n

And of course, climate variability remains a constant factor requiring innovation, so building long-term climate resilience plans is essential for protecting our vineyards and to future proof English and Welsh wine.<\/p>\n

In the past month we have had vineyards face late frost, hail and a heatwave \u2013 a challenge for the best viticulturists. We help our members navigate climate challenges by promoting sustainable, regenerative viticulture through our knowledge hub and webinar series.<\/p>\n

During your time at WineGB what have been the biggest step changes you have made that you are most pleased with?<\/strong><\/p>\n

\"The<\/p>\n

Nicola Bates is proud of the impact she has been able to make in the three years she has been WineGB’s chief executive <\/p>\n

Two things. First crafting our three-year strategy with members. The first year was spent actively listening to members in different forums and approaches taking the time to explore with them exactly what they needed from WineGB. It was a chance to evaluate our core role and where others are best placed to act, and then to deliver. This has been honed as a message so that we help our members to make wine, market wine and tell the story \u2013 all of which will ensure that we are placed to address the challenges which all sectors face, and growing insurgent ones in particular.<\/p>\n

The second is seeing this programme systematically delivered by the existing team, who have shown such a willingness to bring their expertise and knowledge of the sector to an adapted remit.<\/p>\n

However, forgive a brag but as a former headhunter I can\u2019t help but be delighted at the people I have brought into WineGB \u2013 absolute specialists in their fields with a passion to deliver for members and a love of wine. As we grow roots as a team, we will only get stronger.<\/p>\n

What are your next personal targets and why?<\/strong><\/p>\n

UK and world domination… for our wines. The fundamentals are excellent, superb wines proven by the number and range of our wines getting gold and overall trophies at all of the big national and international awards (which we capture in our Golden 50 Wine List) the people who drive the sector are committed and have the broadest range of experience to take forward, and if we can increase our percentage of sale in our market by less than 0.1% the difference will be profound.<\/p>\n

What is needed to ensure long-term resilience and growth?<\/strong><\/p>\n

I would hero three things, which are linked to our strategy of how we help our members to make their wine, market their wine and tell their story:<\/p>\n