UK Drinkers Redefining Quality, Discovery and Moderation

Posted by

–

6 June 2026

The Buyer summarises findings from SOWINE and Dynata’s Wine & Drinks Barometer UK 2026, based on a representative survey of 1,002 UK consumers aged 18 to 65. Its central message is that UK drinkers are becoming more selective, better informed and more focused on experiences when choosing alcoholic drinks.

Wine is becoming more knowledge-led and exploratory. SOWINE says 72% of consumers now think wine knowledge is essential to appreciation, up 20 percentage points on 2025, while the number of people describing themselves as wine experts has doubled. The implication is that consumers increasingly want to understand what they drink, not just consume it.

Digital influence is now a major part of the drinks buying journey. Among socially active wine buyers, 37% have bought a wine recommended online, while 60% of UK consumers consider influencer recommendations important. However, younger consumers are becoming more selective and sceptical, particularly those aged 18 to 25.

AI is also starting to shape drinks discovery. Nearly a third of UK consumers have used AI for advice on alcoholic drinks, with common uses including checking quality, getting wine or spirits recommendations, finding tasting or appellation guidance, pairing food and drink, learning about producers, and finding cocktail recipes.

Pick Lists

Did You Know?

Nearly a third (32%) of UK consumers say they have already used AI for alcoholic drinks advice. More

Among socially active wine buyers, 37% have bought a wine recommended online. More

In 2026, 72% of consumers now think wine knowledge is essential to appreciation, up 20 percentage points on 2025. More

Rías Baixas wines reached more than 107 countries in 2025 and exports represented 31 per cent of the denomination’s total sales. More

Light Strike Can Cause Wine Degradation in Just One Day. More

People actively adjust their wine choices depending on who might see them. More

In the UK, 73% of Alcohol is Bought From Retail Rather Than Hospitality. More

UK wine production reached 124,377 hectolitres that year, meaning the UK accounted for roughly 0.05 per cent of world output. More

For Crémant, grapes must be harvested by hand and the wines must undergo at least nine months’ ageing before release. More

In 2024, the UK was the second-largest export market for Champagne globally, after the United States. More

Local UK bottling of wine represents about 40% of imported wine. More

Around 1% of people, typically severe asthmatics, have a sulphite sensitivity. More

A large 80% of Australian wine arrives in the UK in bulk. More

Only about 0.02% of Australia’s landmass is dedicated to vineyards. More

In 2024, New Zealand produced only 1% of the World’s wine. More

In 2024, the US imported 37% of World production of Pinot Grigio and the UK was is in second place at 27%. More

In 2024, the UK was South Africa’s largest export market, with 40% of total exports. More

In 2024, the United Kingdom imported 22.3 million bottles of Champagne, a decline of 12.7% compared to the previous year. More

Larger Champagne producers source grapes from as many as 80 different vineyards throughout Champagne. More

Champagne houses and growers collectively produce around 300 million bottles annually. More

In 2025, the Champagne region was home to about 2,124 Champagne houses and approximately 19,000 growers. More

Provence is one of the leaders in the conversion to organic viticulture, with 61% of vineyards certified. More

8% of the South Africa’s grape production is Fairtrade-certified. More

Up to 80% of wine aroma compounds come from grape skins. More

Glycerol is the third-largest component of most dry wines after water and alcohol which is why they so often feel ‘smooth’ or ‘silky’ in the mouth. More

Humans are more than 400 times more sensitive to bitter than sweet. More

Humans can detect the earthy molecule geosmin at about 100 parts per trillion and camels are so sensitive to it they can locate damp ground from roughly 50 miles away. More

During the phylloxera crisis of the nineteenth century, 90% of Europe’s vineyards were destroyed. More

In 2025, for La Vieille Ferme, also known as “The Chicken Wine”, sales surged by 49.4% to £110.8 million. More

In 2025, in the UK, Yellow Tail held the top position with sales, marking a 9.8% increase over the previous year. More

In 2024, the UK was the second-largest wine importer in volume and value. More

In 2024, the UK was the fifth-largest wine-consuming country globally. More

In 2025, global wine consumption continued its downward trend, estimated at 214.2 million hectolitres, the lowest since 1961. More

In 2025, online alcohol sales had a 20% increase in value over five years. More

In 2025, the number of UK vineyards rose to 1,104 and wineries to 238, with land under vine expanding to 4,841 hectares, a 510% increase since 2005. More

Moët Hennessy alone commands nearly 46.66% of the Champagne market, with the top three producers together holding about 61%, and the top five controlling over 72%. More

In 2024, the Champagne market was worth roughly €3.92 billion. More

In the marketing year 2023/24, white wine accounted for roughly 55% of Spain’s output, whereas red and rosé together made up about 45%. More

In the UK, 92% of wine is consumed within 48hrs of purchase. More

The majority of wines, 95%, use commercial rather than wild yeast. More

Between 0.5 and 10 litres of water, per litre of wine, are needed for cleaning during winemaking. More

Machine harvesting can achieve up to 100 tons of fruit per day vs 1 ton for a human. More

In Germany, 2025 was the smallest wine vintage since 2010. More

The majority of vineyards, 90% in 2019, are farmed with heavy chemical interventions. Only 6% are organic. More

90% of low and coastal areas in south Europe and California will no longer be able to produce good wine by the end of the century. More