Vinarchy has launched a new plan to help unlock a £1.4bn growth opportunity for UK wine.
Vintelligence is designed to make the aisle and menu easier to navigate and more relevant to the occasions people are buying for, focusing on the cues they more readily understand – occasion, taste and price.
Vinarchy estimates that, based on the current market size reported by NielsenIQ and CGA, this approach could grow the category by 11% by 2029.
This matters most at the point of choice: clear occasion, taste and price cues can turn hesitation into purchase. Vinarchy research found that 36% of wine consumers entered the store without intending to buy wine.
Vintelligence is built around four occasion drivers:
- My Go-To Wine | making familiar favourites easier to find, offering more choice across styles and formats, and giving people simple reasons to trade up.
- Good With Food | helping people choose wine with confidence, from a casual snack or takeaway to a Sunday roast.
- Marking The Occasion | using clear taste and quality cues to take the gamble out of choosing wine for celebrations and get-togethers.
- Fun Together | bringing more refreshing, bold and convenient wine choices into social occasions where wine currently loses out to beer, cocktails and RTDs.
Vintelligence is turning these insights into customer plans across pricing, range, merchandising, promotion and innovation. It launches with UK retailers and venues in September, followed by a wider rollout across convenience, wholesale and the on-trade from January 2027.
Tom Smith, marketing director, West at Vinarchy, said: “Wine has spent too long asking people to understand the category on its terms. Most consumers aren’t walking into a shop thinking about region, grape or vintage – they’re thinking about what they’re doing, who they’ll be with, what they like and what they want to spend.
“Vintelligence starts with the glass, not the vineyard. It turns consumer insight into a category plan we can build with retailers and venues – making wine easier to shop, easier to choose and more relevant to the occasions people value. The ambition is not simply to grow our own brands, but to help bring more people into wine and grow the whole category.”
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