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Market insights – United Kingdom and Europe

The UK is the second-largest wine market in the world by value, and the fifth largest by volume. It is almost entirely dependent on imported wine, despite a flourishing niche sparkling wine sector, and is the world’s largest wine importer by value. The rest of Europe includes some of the largest wine markets in the world, such as Germany, France and Italy, as well as the largest wine-producing countries, accounting for over 50 per cent of all global wine production. The UK is Australia's largest export market by volume, and second only to the United States by value. Australia exports to over 20 countries in mainland Europe, with the largest markets (outside the UK) being Germany, Denmark, the Netherlands and Sweden.

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Reports listing

Restricted to levy payers and wine exporters. Some reports are available for purchase - find out more


Market Update: United Kingdom

Latest update: 17 Sep 2024

The Market Update report for the United Kingdom from September 2024 is an overview of the wine market in the United Kingdom in the context of the overall alcohol market and the broader economy. It pulls together information from various data sources to summarise the size of the opportunity and Australia’s current performance in this market.

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UK off-trade wine sales report

Latest update: 12 Aug 2024

This report summarises the United Kingdom wine market by wine style, colour, brand, country of origin and price point.

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Norway Wine Landscapes

Latest update: 17 Jul 2024

The latest Wine Intelligence Management Summary on the Norway wine market provides an overview of the consumption behaviour and attitude towards imported and domestic wine among regular wine consumers in the Norwegian domestic market.

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UK Wine Landscapes

Latest update: 17 Jul 2024

The Wine Intelligence Wine Landscapes report on the UK wine market provides an overview of the consumption behaviour and attitude towards imported and domestic wine among regular wine consumers in the UK domestic market.

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Sweden off-premise market sales trend report

Latest update: 06 Jun 2024

This report summarises the Sweden wine market by wine style, colour, brand, country of origin and price point.

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Wine import market reports

Latest update: 24 Apr 2024

Summarises wine imports for various markets by three categories - bulk wine, bottled wine and sparkling wine. The report assists Australian wine exporters understand trends in global wine trade.

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Market Update: The Nordics

Latest update: 28 Sep 2021

The Market Update report for the Nordic wine markets from September 2021 is a high-level overview of key Australian export markets Denmark, Finland, Sweden, and Norway. It summarises the size of the opportunity and Australia’s current performance in these markets.

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Further reading

Market bulletins
Short articles published fortnightly covering the latest trends and reports on markets, varieties and consumers.
Australian Wine Discovered
Free information, tools and resources to learn, communicate and educate about Australian wine
Interactive Insights
Wine Australia’s series of interactive dashboards with data on market conditions, exports, production and wine regions.
Ask an Analyst
Book a free online meeting or training session with one of the Market Insights team analysts

This content is restricted to wine exporters and levy-payers. Some reports are available for purchase to non-levy payers/exporters.

Levy payers/exporters
Non-levy payers/exporters
Find out more

This content is restricted to wine exporters and levy-payers. Some reports are available for purchase to non-levy payers/exporters.

Levy payers/exporters
Non-levy payers/exporters
Find out more

This content is restricted to wine exporters and levy-payers. Some reports are available for purchase to non-levy payers/exporters.