Importing wine from the EU to the UK

A growing difficulty for wineries across the EU (and the rest of the world) is getting their wines to the UK market. Especially for smaller wineries, who have reduced office / administrational support, the idea of entering the UK market still sounds very lucrative, though the process will scare-off many - Such a shame for the UK loses the opportunity to experience many fine family / grower wines.

It is important to know that if you propose to send wines either for samples or for sale, the process and (unfortunately) the costs are the same - The government charge you customs fees regardless.

Some key steps to consider before entering the UK market:

The current market and prices

What wines are you looking to enter and how is that category performing currently in the UK. Is there demand, is there over supply, how will your ex-cellar pricing compare to what is on the market and selling? Trends are common in the UK from regions to grapes, styles to pricing.

Routes to market

What is your financial commitment and timescale? Are you prepared to put some financial commitment to this project and if so, how much as this will likely determine your success potential and timescale.

What format would you like to adopt in order to get your wines tasted and considered - It is important to remember that the UK is one of, if not the, busiest export destinations for wines/wineries globally. As much as demand remains high, so does competition and options to explore in order to get your wine seen and sold.

Tasting events remain a popular route to market, though in recent years this trend has fallen slightly as less trade buyers attend over writers / influencers / vloggers and more - If you are looking for exposure great, if you are looking for buyers, then it can be quite random and hit or miss.

Wine consultancy agencies who work with your winery to promote and showcase your wines directly to buyers are now a popular alternative to reach the market, organised private tastings with buyers and follow ups.

Using a PR agency to push your wines via online / printed media outlets to increase brand exposure and awareness - Great for improving brand recognition and depending on budgets spent, direct to consumer sales though most likely not going to generate any trade buying.

Approaching distributors directly can be seen as the simplest solution, but most will have a very limited portfolio list and will already have countless approaches / samples sent / entertaining offered so it is likely your wines will be simply tasted and quickly forgotten.

It is important to remember the overall costs from supplying of and sending samples / travel / accommodation / exhibition stands / monthly consultancy fees and more.

Tempting the buyers

If you are simply sending a standard email, without research, it is likely to o straight into the bin. Do not forget, that the best wine professionals / buyers will likely be offered sample wines / tastings and dinners / visits to wineries and more all for free and this will simply not tempt them.

"I'd say that at least 3-4 times a week, I am contacted by wineries or their agents, via LinkedIn alone, to request sending me samples to taste. This all in hope that I might purchase or refer a buyer. Many times I say no as we already receive countless samples annually via all our other routes - what's important is for me to receive samples relevant to what I am looking for currently."

Try not to sound too desperate to send out samples, instead research wine professionals who might focus on your wine region Do not always opt for the usual suspects when sending wines as they are also flooded with wines and work offers, your wines will take little priority. Instead, think of up and coming wine writers / influencers / sommeliers / buyers who have recently highlighted topics relevant to your wines and ask them if you can send them samples - Be open and honest in saying you are looking for a buyer and if they can help (or at least share their tastings notes though their channels).

Working together

Could it be more advantageous, depending on what you are looking to achieve, to attempt reaching the UK market as a group? This will of course bring in competition wineries and wines, but you will also reduce over costs - More importantly, there will be a bigger voice and attraction for buyers to explore a group of wines from a unique terroir / region, over spending time on a single winery.