Whether it’s a bottle stashed for the Sunday roast, a cheeky midweek splash, or something bubbly for that big occasion, wine is intertwined with the rhythm of our lives.
No wonder then that the wine category is a multi-billion-pound business in the UK. In fact, total UK wine sales (including still, sparkling and fortified wine) were estimated at nearly £15 billion in 2024.
Convenience stores might not command the largest slice of that pie (supermarkets still hold the lion’s share), but they punch above their weight when it comes to purpose, delivering exactly what shoppers need, when they need it, just down the road.
In fact, for independent convenience stores, wine can drive higher basket spends and attract repeat customers, making it a category worth investing in.
Wine shoppers tend to buy higher-priced items, which increases basket spend by almost 50 per cent on average (implying the typical convenience basket of £7.42 jumps to over £11 when wine is included).
A well-stocked wine shelf not only boosts transaction value but also encourages shoppers to return frequently for “a bottle for tonight”.
That said, wine’s performance in convenience hasn’t all been smooth sipping.
Industry data indicates the wine category has been performing slightly behind the broader Beer, Wine and Spirits (BWS) sector and significantly trailing the growth seen in food categories.
Key factors influencing this shift include rising alcohol duty taxes, cost-of-living challenges, and the growing appeal of moderate alcohol consumption.
Despite these hurdles, the still wines, premium options, and sparkling wines like Champagne and Prosecco remain highly sought after, reflecting an appetite for quality and indulgence.
Jo Taylorson, head of marketing and product management at Kingsland Drinks, sheds some more light on the current market.
“Following a year of changing dynamics and cautious consumer spending, wine sales have taken a hit. However, within the category there have been pockets of positivity and growth, mainly across fizz, rosé and low and no wines and spirits and trending formats,” she said.
Detailing further, a spokesperson from Casella Family Brands Europe, states, “Total wine is in value growth (+0.6 per cent) in the 52 weeks to 22 February 2025, however, volume is in decline (-2.0 per cent).
“Driving this is still wine, which accounts for 80 per cent of value and 84 per cent of volume. Still wine value is in +1.3 per cent growth, however, volume is in -1.8 per cent decline.
All-rounders, bestsellers
In convenience retail, the wine category spans a broad range of styles – from everyday table wines to celebratory fizz and even fortified wines – though still wines continue to dominate the shelf.
From midweek reds to easy-drinking whites and blushing rosés, still wines form the backbone of the category and the bulk of the sales.
Despite market headwinds, still wine has shown resilience, quietly holding its ground even as broader BWS growth wobbles.
Sparkling wine, meanwhile, has been the star of wine growth in the UK.
Over the past decade, Prosecco has led a full-blown fizz frenzy, knocking Champagne off its perch and becoming the UK’s go-to bubbly. In fact, Prosecco now accounts for a sparkling £629 million in annual sales, making it the biggest-selling sparkling wine type in the UK.
Convenience stores should tap into these trends by stocking popular Prosecco brands, mini sparkling wine bottles, and even some Champagnes around the holidays. Sparkling wine still represents a smaller slice of the c-store wine category than still wine, but it’s an important profit driver during seasonal events and celebrations.
Crémant is also continuing its surge in popularity. Made in the same champenois style, Crémant provides an affordable yet delicious alternative to Champagne but allows the use of different grape varieties.
Kingsland Drinks brings Ukrainian wine Bolgrad to indie retailers
Taylorson adds, “Our Prince Alexandre Crémant is a subtle blend of Chenin Blanc, Chardonnay and Cabernet Franc and is perfect for any celebration or as an elegant aperitif.”
Once typecast as a summer sipper, rosé is now a year-round crowd-pleaser. In the UK, rosé consumption has surged faster than in any other country over the past 20 years, largely driven by interest in French and US brands.
Taylorson continues, “There is of course a big market for rosé in summer, however in recent years the category has become known to be much more seasonally versatile – consumers of all ages enjoy different styles of rosé at different times of year, and on different consumption occasions.”
To have an arresting alcohol section, stocking the bestselling wine brands is the key. In convenience, it’s all about trusted names, bold labels, and solid value.
Some of the top wine brands in the UK are Accolade Wines (Hardys), E&J Gallo (Barefoot), Caselle Family Brands (Yellow Tail), Concha y Toro (Casillero de Diablo, Isla Negra, Trivento), Australian Vintage (McGuigan), Pernod Ricard (Campo Viejo), Treasury Wine Estates (Blossom Hill, 19 Crimes).
Now in its second decade as the UK’s number one wine brand, Hardys is worth £316m, delivering £46m more in value to the category than its number two competitor. Within convenience, Hardys remains the strongest core brand accounting for £149.3m in sales last year.
Talking about Barefoot, the leading American wine brand has continued its momentum last year, showing a value growth of +4.3 per cent compared to the overall wine category’s +0.2 per cent.
Barefoot holds the top spot for Merlot, Pinot Grigio, White Zinfandel and Pink Moscato.
Approachable and adaptable, Barefoot Merlot is a go-to for any occasion. It offers flavours of blackberry, raspberry and chocolate, pairing perfectly with meat dishes and cheese.
The continued success of the established varietals and the introduction of the new Barefoot Zinfandel in the late summer, coupled with Barefoot’s distinctive branding, have helped fuel this success.
In its recent research, Statista named Blossom Hill as leading the ranking for the most frequently selected brand.
With sales of £103m, another brand in dynamic growth across convenience and genuinely resonating with younger wine drinkers is Jam Shed from Accolade Wines.
The Jam Shed portfolio now includes Shiraz, Malbec, Chardonnay, Rosé, Red Blend, Tempranillo and Jam Shed Fruits – Rhubarb & Strawberry Smash & Black Forest Mess. With growth of 13.6 per cent in the last year, Jam Shed has become the tenth-largest UK wine brand in just a few short years.
Casella Family Brands Europe also has a strong portfolio that meets the needs of consumers with key brands (namely Yellow Tail) and PepperBox.
“Yellow Tail is the leading value brand in the market, growing at 9.3 per cent which is nine times as fast as the category.
“While the category volume declines, Yellow Tail bucks the trend, growing +4.8 per cent. Yellow Tail is winning shoppers and shoppers are buying the brand more often despite the price being 50p higher than the market average,” said Casella Family Brands Europe.
The other offering in the Casella Family Brands portfolio is PepperBox, which has a more premium positioning than Yellow Tail.
The premium category (branded wines over £8) saw value grow four per cent and volume +2.3 per cent, suggesting that shoppers are buying more premium offerings even in uncertain times.
PepperBox outperformed this growing value +28 per cent and volume +21 per cent, showing it is meeting consumer needs as an ideal pairing with food.
The spokesperson said, “Our goal at Casella is to grow sustainable wine brands for everyone to enjoy. We want to ensure that Yellow Tail remains a trusted and easy choice for all so that in turn retailers can rely on us for strong sales.
“We aim to deliver sustainable growth on Yellow Tail by continually investing in marketing and maintaining quality. This helps the brand stay top of mind with your shoppers and always be easy to find, enjoy, and recommend.
“Our brand in 2025 investment includes refining our pack design which keeps all the elements consumers love (especially our Roo!) yet dials up quality cues and brand standout on shelf.
“We have a brand-new campaign, ‘Good On Ya!’, starting in May. The campaign seeks to deepen the emotional connection with its audience. It will feature a suite of creative executions and roll out across TV, digital, and social channels, along with impactful in-store activations,” the spokesperson said.
Category Advice
For convenience stores, the “core range” wines at £6–8 remain the beating heart of wine sales. This is where stalwarts like Hardys, Echo Falls, and Blossom Hill shine, driving volume and delivering dependability, bottle after bottle.
Magnum Tonic Wine updates its packaging with a unified label design for the UK and Jamaicawww.asiantrader.biz
But savvy retailers are now upping the ante, making room on the shelf for premium picks that catch the eye of trade-up shoppers, the ones who want something just a little nicer for date night, gifting, or Friday dinners.
Fortified wines (like port, sherry, and dessert wines) contribute a much smaller share of sales. However, they shouldn’t be overlooked.
Port, sherry, and dessert wines may not fly off the shelves year-round, but they absolutely come into their own in the winter months and during festive periods.
And some brands? They’ve got serious cult energy. Take Magnum Tonic Wine, for instance.
High in ABV and even higher in loyalty, Magnum Tonic Wine delivers over £53 million in annual sales and is the undisputed king of tonic wines in the UK, a niche sensation in urban areas and Caribbean communities.
Earlier in March, Magnum Tonic Wine unveiled a unified label design across the UK, with Jamaica closely behind in April, reinforcing its authenticity as a product of Jamaica and ensuring a consistent consumer experience.Produced in Jamaica and recognised for its distinctive cherry flavour and original recipe, the introduction of a unified label further strengthens the brand’s presence in trade, supporting visibility and consumer recognition across markets.
Pavel Smith, Marketing Manager Jamaica, said, “The differing packaging requirements in the UK and Jamaica have resulted in Magnum Tonic Wine having two distinct labels.
“This has led to misconceptions about the authenticity of the Magnum sold in the UK, despite the fact that it has always contained the same liquid, with all production taking place in Jamaica.
“We’re excited to unify the visual identity of our product in both markets, eliminating any confusion and reinforcing its authenticity."
Back to the wider fixture, visibility and simplicity win the day.
The Casella spokesperson advises retailers to make their wine fixture “easy to shop”.
“Focus on stocking the best sellers (the biggest brands and the favourite varietals), offer shoppers good value through promotions and if possible, place some of your best-selling whites and rosé wines in your chiller for the impulse shopper,” adds the spokesperson.
Price sensitivity, value and quality reign supreme for UK consumers who, more than ever, are watching their spending.
Taylorson from Kingsland Drinks agrees, “Value and the right product mix across wines and fizz are essential to keep customers moving up the price ladder while catering for their shoppers who will invariably looking household names alongside more interesting products capable of driving interest.”
Campaneo – hailing from Spain and backing lesser-known regions such as Campo de Borja – has built real momentum and a cult following of shoppers and wine critics who appreciate its quality credentials and accessible price point.
Spanish wine brand Campaneo gets new look ahead of summerwww.asiantrader.biz
For younger generations, challenger brands bring a sense of excitement and an element of social currency to the drinking occasions.
Taylorson adds, “Our work with challenger brands has allowed us to understand this audience more deeply as we see younger drinkers moving away from conventional or mainstream products and seeking brands with a unique proposition that fits into their lifestyle.
“In smaller format stores and venues, it’s this shopper that will branch out from favourites and household names and try new, interesting products – often at a higher price point.”
Newbies
The UK wine market might be steeped in tradition, but it’s far from static. It’s a diverse, highly competitive space and for those bold enough to step up, ripe with opportunity
Consumer habits are shifting fast. Shoppers are no longer just grabbing the usual suspects rather they are exploring new varietals, discovering lesser-known regions, and chasing wines that feel personal, exciting, and worth talking about.
Yes, big names like Jacob’s Creek and Moët & Chandon still dominate, but there’s a growing appetite for fresh voices and stories in the category.
Speaking about stories, legendary Dolly Parton has entered the wine game and now entering British convenience stores.
Following a chart-topping debut in Asda, Dolly Wines, launched in partnership with Accolade Wines, has landed in c-stores through Booker and Nisa. The lineup includes a French Rosé (£9.50 RRP) and a Prosecco (£11 RRP), both beautifully branded and oozing star power.
“Expanding Dolly Wines into the convenience channel is a really exciting milestone,” said Tom Smith, Marketing Director – Europe at Accolade Wines at the time of the launch.
‘Dolly Wines’ by Dolly Parton and Accolade Wines lands in convenience
“With strong demand for Prosecco and Rosé, we’re delighted to offer retailers an opportunity to tap into these thriving categories with a brand that resonates across generations.”
Meanwhile, Kingsland Drinks has been working with Aussie wine brand, Andrew Peace, to expand its UK portfolio to include a Cabernet Sauvignon and Pinot Grigio in 75cl Bordeaux style bottles.
The range now includes the new-to-market Cabernet Sauvignon (13 per cent) and Pinot Grigio (12 per cent) alongside its popular Shiraz and Chardonnay, alongside its popular Shiraz and Chardonnay, both of which have been endorsed by the Good Housekeeping Institute for taste.
Taylorson says, “Kingsland Drinks will be building on Andrew Peace’s momentum this summer, as it fast becomes a favourite amongst shoppers, by spearheading a multi-channel PR campaign in 2025.
“To support its new varietals landing on shelves, the brand will be making a play to own the summer BBQ occasion with ex-England cricketer turned grill cooking enthusiast, Matthew ‘Hoggy’ Hoggard, as the face of the campaign.”
Meanwhile, the “alcohol moderation” movement is gaining pace and wine is not excepted.
As a result, Andrew Peace expanded and introduced a range of new lower ABV SKUs at 11 per cent.
“Maintaining the excellent value and quality Andrew Peace is well known for, the wines tap into the trend for lighter wines, while addressing recent duty changes the wider alcohol industry is navigating,” Taylorson said.
Casella Family Brands is leaning into sparkling trends with the launch of Yellow Tail Prosecco, promising to inject fun and flair into the bubbly aisle.
Yellow Tail’s refreshed packaging makes wine shopping easierwww.asiantrader.biz
The spokesperson says, “We are extremely excited about the launch and feel will make an impact in the category.
“To coincide with this, we are launching a new ATL campaign focusing on bringing the positive spirit of Yellow Tail to life through ‘Good On Ya’, which will go live on TV and VOD in May and be supported via digital throughout the year.”
Wine segment is buzzing with new launches and campaigns. Like, Trivento, the leading Argentine wine brand and a top 10 player in the UK wine market, has launched a campaign that goes beyond flavour.
Their new European campaign, “Savour the Sobremesa”, celebrates the cherished Argentinian custom of lingering after a meal, letting conversation (and wine) flow freely.
Trivento is now among the top ten wine brands, worth £125 million in RSV, and Trivento Reserve Malbec remains one of the leading red wine brands in the UK.
What’s changing?
Well, pretty much everything.
For example, the rise of low-alcohol and alcohol-free wine alternatives, which cut across the still and sparkling segments.
Though currently very small, non-alcoholic wines account for only about £62m in sales (roughly one per cent of still wine by value), this niche range demands shelf space in the stores.
Brands such as Eisberg, Hardys Zero, and Belle & Co. are leading the charge with zero alcohol wines that deliver the wine-drinking experience without the alcohol, perfect for health-conscious consumers, designated drivers, expectant mums, or anyone craving midweek pour without the punch.
Taylorson says, “Within the no and low category, white wine is the most popular in the off-trade, however red wine has seen the largest growth over the last year.”
Convenience stores can capture incremental sales by allocating a small section to no/low wines or integrating one or two options within the main fixture (clearly labelled).
Formats too are evolving fast, and bottles no longer have a monopoly on wines.
As Taylorson explains, “Wine in cans and mini bottles continue to be in volume growth and enable smaller format stores to leverage impulse moments connected to summer.”
Andrew Peace Wines aims sizzling summer sales with new campaignwww.asiantrader.biz
Consumers want portability, ease, and moderation.
The Andrew Peace Signature White Label range includes offerings in 187ml bottles of its Shiraz and Chardonnay and reflects a wider interest from the consumer in alternative formats.
And then there’s the boxed wine revival.
Accolade Wines is continuing to diversify and is expanding its mini-boxed wine portfolio with the latest addition of fan-favourite wine Jam Shed Shiraz – guaranteed to stay fresh for up to six weeks.
Jam Shed Shiraz Mini Box is widely available across grocery and retail channels.
Delivering a 26 per cent overall size reduction and a 13.6 per cent cardboard by weight reduction compared to Accolade’s previous 1.5L format, this innovation sets a new standard across the category, proving it’s possible to prioritise convenience and sustainability, without compromising on taste.
Still a bit of an underdog format, yes — but with the right education (and merchandising), bag-in-box wine could be your next surprise hero.
Another noteworthy format is canned wine.
The rising demand of Barefoot’s 250ml cans of popular styles (rosé, Pinot Grigio) as well as cans of Echo Falls and Blossom Hill has proven to be quite a success, especially in impulse purchases.
These formats cater to picnics, festivals, or customers who just want a single glass without opening a full bottle.
Beyond portability, these smaller formats also address moderation (portion control) and tend to attract younger adults who find them less intimidating than a full bottle.
As a bonus, cans are seen as more eco-friendly (lighter to transport and easy to recycle) than heavy glass bottles, aligning with sustainability trends.
Accolade Wines expands Mini Box offering with Jam Shed Shiraz
Accolade Wines
Another sales driver emerging from the cost-of-living crunch is food and wine pairings as shoppers are looking to replicate restaurant experiences at home and on a budget.
“More meaningful experiences are becoming a priority and as a result there has been a trend in experimentation across both food and wine.
“Everyday occasions now present real opportunities to boost sales, so think about tailoring your offering to tap into barbecues, family get-togethers and cultural and sporting events throughout the year,” adds Taylorson.
As the wine category works to attract a younger demographic, a shift is expected from traditional labels, language and iconography on pack to more simple designs to acknowledge that Gen Z don’t relate to the same cues as the generation before them.
The shift is expected across the category, brands will work to marry message, duty, price, consumer interest and transparency on pack, reveals Taylorson.
Interestingly, consumers are taking a leap into the unexpected and branching out in their wine buying, with Eastern Europe in particular getting the recognition it deserves for the region’s wine quality, craftsmanship and winemaking credentials.
Taylorson advises retailers to seriously consider the “path less trodden”:
“Wines from the Mediterranean, Central and Eastern Europe and beyond across all quality levels and price ranges, will be a real point of interest in the year ahead,” he says.
Clearly, the wine market is evolving fast, and convenience store owners need to stay on top of emerging consumer trends that are shaping what shoppers buy and how they buy it.Premiumisation is also quite evident in this aisle.
Despite inflation, shoppers aren’t walking away from quality. In fact, many are doubling down for better quality or a treat. This has led to a “two-tier” trend – the £6–7 core remains crucial, but there’s notable growth at the £8+ price point as shoppers trade up for weekend treats or special occasions.
A selection of SPAR own label wine range which is also suitable for vegans
Consumers are more “wine savvy” now and often seek interesting varietals (like Malbec, Picpoul Pinet or New Zealand Sauvignon Blancs) and are willing to pay a little extra for them.
Boosting sales
For independent retailers and convenience store managers, the real question is how to translate these insights into action on the shop floor.
Let’s uncork some practical strategies to make your wine aisle not just look good, but also sell smart.
A well-structured, easy-to-shop fixture is the foundation. Group wines by type (reds, whites, rosés, fizz), clearly label each section, and if you can, arrange by price band too. Shoppers want to find their Pinot Grigio and know whether it’s a £6 Tuesday treat or a £10 date-night pick.
Eye-level shelves for your bestsellers? Essential. Good lighting? Non-negotiable. Clean and tidy? Always.
Supplier planograms can be helpful. If space allows, dedicate an end-cap or feature shelf to wines on promotion or seasonal favourites (such as summer rosés or Christmas ports).
Also, consider refrigeration for a few white and sparkling wines as a customer is more likely to grab a chilled bottle of Pinot Grigio or Prosecco for immediate consumption.
Product selection is critical in convenience, where space is limited. Focus on the bestselling “core” range that drives the majority of sales – typically wines in the £6–8 price band in popular varieties (Sauvignon Blanc, Pinot Grigio, Merlot, Shiraz, etc.) and well-known brands.
Once the core range is covered, add a few trade-up options like one or two premium wines (around £10–£12, such as a New Zealand Sauvignon Blanc, a Champagne or premium Prosecco, or a nice Malbec) to capture customers looking to spend more for a special occasion.
Also, tailor your range to your specific customer base. If the store is in a student-heavy area, stock some canned wines or lighter blends. If the locals lean sweet, make room for fruit-forward options.
While convenience stores can’t always compete with supermarket pricing, smart promotions can spur wine sales.
Plan promotions around key seasons and events, like summer deals on rosé or a “Mix and Match 2 for £x” on mid-range bottles for BBQ season, or a discount on a sparkling wine in the run-up to New Year’s.
Also, educate your staff. While your team doesn’t need to be sommeliers, a little wine knowledge and enthusiasm can go a long way. Train staff on the basics of the wine range you carry.
They should know where to find the red vs. white, be aware of which wines are dry or sweet, and perhaps learn a few simple food pairing tips to pass on.
Encourage staff to share what they like (even if they aren’t wine drinkers, they can say “other customers really love this rosé”). In fact, placing a “staff pick” notes on certain bottles with a short description can make shoppers curious.
iStock image
When customers trust your staff’s recommendations and see that the team is knowledgeable, they are more likely to return for advice on their next purchase.
And lastly, ensure you stay within legal guidelines.
Selling wine comes with important legal and social responsibilities. Every convenience retailer must ensure full compliance with alcohol licensing laws, implying all staff should rigorously apply age verification (Challenge 25 or similar policies) – no exceptions – and understand the seriousness of preventing underage sales.
It’s wise to train staff on spotting fake IDs and handling refusals professionally.
Additionally, be aware of any local initiatives or schemes (like Community Alcohol Partnerships) that promote safe and responsible alcohol retailing – participating can enhance your store’s reputation.
By being a responsible wine retailer, you not only avoid fines and license issues but also build trust in the community, which ultimately supports long-term sales.
So, instead of multi-buy alcohol discounts, it is wiser to go for campaigns such as “everyday low price” or added-value packs.
The goal is to remind customers that your store offers good value on wine, not just convenience. When shoppers feel they’re getting a fair deal, they’re more likely to make your store their go-to wine stop.
A toast
Wine is a key category that can truly set a convenience store apart. It may not rival supermarkets in sheer volume, but by understanding the category’s dynamics and shopper habits, local retailers can punch above their weight in wine sales.
To sum up, still wine still pays the bills. Sparkling wine drives impulse. Rosé wins hearts. And premium? That’s your margin booster.
The key is to balance the classics with a few bold new bets and keep the fridge stocked with chilled Prosecco.
By curating the selection wisely, staying on top of trends like premiumisation and grab-and-go formats, and executing strong merchandising and staff engagement, convenience stores can ensure that wine continues to be a profitable pour that keeps customers coming back for more.
In a competitive market, a well-run wine section not only boosts sales but also enhances a store’s image as a quality destination – something worth raising a glass to.
