Vinarchy has launched Vintelligence, a new plan to help unlock a £1.4 billion growth opportunity for UK wine by making the aisle and menu easier to navigate and more relevant to the occasions people are buying for.
Instead of expecting consumers to navigate wine by region, grape and vintage, it uses the cues they more readily understand – occasion, taste and price. Vinarchy analysis, based on the current market size reported by NielsenIQ and CGA, shows 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.
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.”
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.
Together, the four drivers show where wine can defend the occasions it already owns and earn a stronger role in moments where it is currently under-represented. They give brilliant brands clear roles and provide retailers and venues with an occasion-led plan to grow the whole category – not just Vinarchy’s brands.
Vintelligence turns 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.
For more information visit www.vinarchy.com.
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