Viticulture is an industry I spend a huge amount of time in, speaking with growers, commercial leaders, and technical specialists across the sector. Over the course of any given month, I hear a lot: trends, challenges, opportunities, and frustrations… the kind of insights that don’t always make it onto paper.

So I thought — why not share them?

Here is the first edition of Heard It Through the Grapevine - a regular series where I bring together the key themes and observations I’m hearing across the industry. Nothing confidential, but hopefully something useful, thought‑provoking, and conversation‑starting.

If you’re working in viticulture and want to add your perspective, challenge the thinking, or share what you’re seeing, I’d love to hear from you.

Over the last few weeks, I've been speaking with growers, vineyard managers, winemakers and commercial leaders across the UK viticulture sector.

A few themes seem to be surfacing repeatedly...

Frost damage has dominated conversations

It's impossible to start anywhere else.

The spring frosts have had a real impact across parts of the industry, although the severity appears to vary significantly from vineyard to vineyard. Some have escaped relatively lightly, whilst others have seen meaningful damage and are now reassessing yield expectations for the season.

It's another reminder of the challenges growers face every year. Despite all the planning, investment and expertise involved, Mother Nature still has a huge say in the outcome.

How do we get more people drinking English wine? London Wine Fair

At the London Wine Fair, I attended a fascinating discussion titled "English Wine's Next Chapter: How Do We Grow the Audience?" which focused on the future growth of the category. Take a look here.

One thing became clear: the quality conversation has largely been won.

English wine has earned its reputation.

The challenge now is how the industry reaches more consumers without losing what makes it special.

Topics that kept coming up included:

• Consumer accessibility and exposure

• Stronger marketing and storytelling

• Greater support from supermarkets

• Creating more opportunities for consumers to discover and try English wine.

• Finding the right balance between premium positioning and broader market appeal.

 English wine vs British wine

An interesting point raised during discussions was the distinction between English wine and British wine.

It's a difference many consumers still don't fully understand.

English wine is produced from grapes grown in England.

British wine is typically produced in Britain using imported grape juice or concentrate.

As the category continues to grow, helping consumers understand that difference could be an important part of the industry's marketing efforts.

More vines mean more grapes

Another topic I've been hearing more about is grape supply.

With significant vineyard planting across the UK over recent years, production capacity continues to increase. That naturally creates conversations around grape sales, pricing and routes to market.

Businesses such as Defined Wine are creating additional avenues for growers through cooperative and contract-growing models, providing another route for fruit beyond traditional winery relationships.

For many growers, having multiple options for where their grapes can go could become increasingly important as the sector evolves. 

What are you hearing?

For me, the conversation around UK viticulture is beginning to shift.

Yes, production challenges such as frost remain ever-present.

But increasingly, people seem to be asking:

How do we grow demand at the same pace as supply?

I'd love to hear your thoughts.

 What are the biggest opportunities and challenges facing the UK wine industry right now?