Counterfeit wine network targets UK market with sophisticated fakes of popular brands

A sophisticated network of organized crime groups has been producing and distributing counterfeit wine bottles in the United Kingdom, targeting popular brands with increasingly convincing fakes. According to Maureen Downey, a wine fraud specialist, these operations have reached an “unprecedented level” of sophistication, making it difficult for the average consumer to distinguish between genuine and fake bottles. The gangs are reportedly spending up to £500,000 on advanced digital printing technology that matches the specifications used by legitimate wine producers.

The main target of this operation is Yellow Tail, an Australian wine brand widely sold in the UK. Several retail stores have lost their alcohol licenses after being found selling counterfeit Yellow Tail wines. Downey explained on the Wine Blast podcast that an Asian organized crime group has partnered with a European wine gang to flood the market with fake Yellow Tail products. The criminals have invested heavily in equipment to replicate bottles and labels so precisely that even experienced consumers struggle to spot the difference.

Producing counterfeit versions of affordable wines like Yellow Tail presents unique challenges for fraudsters. Regular consumers of these brands are more likely to notice if the taste is off, compared to buyers of rare or expensive wines who may not be familiar with the product’s typical flavor profile. Despite this, high-end brands such as Penfolds and Lafite have also been targeted by counterfeiters in the past.

Yellow Tail recently responded to the threat by revamping its wine labels for the first time in 25 years. The new design, launched in March 2025, features bolder color contrasts, updated flavor descriptions, and a refreshed version of the brand’s kangaroo mascot. While Yellow Tail stated that the redesign was intended to help its products stand out on crowded shelves, industry observers believe it also serves as a deterrent against counterfeiting by making labels harder to replicate.

The company behind Yellow Tail, Casella Family Brands, has initiated legal action against those responsible for producing fake bottles. However, they acknowledge that securing convictions is unlikely. Frankie Harding, head of communications for Casella Family Brands, said that the impact of counterfeit wines has been minimal and limited to a small number of independent convenience stores in the UK. She clarified that most cases referenced in recent reports stem from an incident in 2019 involving a criminal gang in Moldova that produced up to 100,000 cases of fake Yellow Tail wine. Only a small portion of these bottles reached the UK market, and the issue has largely been resolved.

Casella Family Brands continues to work closely with UK Trading Standards authorities to prevent further incidents. The company emphasizes that its supply chain is secure and that all major supermarkets and licensed retailers purchase directly from their operations in Yenda, Australia. This direct supply chain allows them to trace every bottle back to its source and ensure product quality.

Despite ongoing efforts by both law enforcement and producers, experts warn that consumers remain vulnerable as counterfeiters adopt more advanced methods. The case highlights growing concerns about food and beverage fraud in global markets and underscores the need for vigilance among retailers and consumers alike.