English sparkling wine eyes US market as production surges and trade barriers fall

In 2016, Elizabeth Truss, then the UK’s Environment Secretary, announced an ambitious goal for the country’s sparkling wine industry: to increase export volumes from 250,000 to 2.5 million bottles by 2020. Nine years later, the UK government has prioritized a comprehensive free-trade agreement with the United States as a key part of its independent trade policy. The US remains the UK’s largest bilateral trading partner and its biggest export market outside the European Union. This week, officials confirmed that a deal had been reached, raising questions about whether there is enough demand in the US for premium-priced English sparkling wine to meet these export targets.

Nick Beck, export manager at Wiston Estate, is optimistic about the new trade agreement. He points out that the US market has already shown interest in English sparkling wine, despite its complexity and size. Beck notes that many American visitors come to Wiston’s cellar door and restaurant, Chalk, and believes that a trade deal will strengthen their position in the US market by improving pricing for partners and supporting growth in the category.

The East Coast of the US is a top priority for English producers due to its large on-trade sector. The need to expand exports is not just about prestige; it is also driven by production realities. In 2023, total production of English wine reached 21.6 million bottles, a 77 percent increase from 2022. WineGB reports that if current planting rates continue, annual volumes could exceed 30 million bottles within a decade. However, the domestic market is already saturated and overall wine consumption in the UK is declining.

Jacob Leadley, CEO of Black Chalk, says that focusing on export markets was essential from the start to relieve pressure from an overcrowded domestic market. Black Chalk has established distribution in Japan, Scandinavia, Canada, and the US. Leadley acknowledges that high production costs remain a significant challenge for English wineries.

For larger producers like Nyetimber Group, international expansion is critical for long-term growth. CEO Eric Heerema reports that exports now account for about 15 percent of Nyetimber’s sales and he hopes to increase this to 20–25 percent within five years. Nyetimber recently became the first English prestige cuvée served in British Airways First Class and launched its 2016 Tillington Single Vineyard in Japan. Heerema sees global travel retail as an important channel for connecting with consumers worldwide.

Industry insiders believe that lifting tariffs as part of a UK-US trade deal could help establish strong distribution networks over the next decade or more. Achieving two-and-a-half million bottles exported by 2030 seems possible if these conditions are met.

English sparkling wine has come a long way since it was dismissed as “tasting of rain” in the last century. Today, it receives praise from critics and commands prices similar to Champagne in some cases. Nikolas Emner, head sommelier at Coworth Park near London, says that both quality and consumer interest have grown steadily in recent years.

However, producers admit that patriotic sentiment has played a role in driving domestic sales—a factor not present abroad. Corinne Seely of Exton Park noted in 2017 that growing awareness of a uniquely English product helps at home but may not translate overseas. Some British commentators have criticized English wineries for pricing their wines at Champagne levels without having established equivalent brand recognition or consumer trust.

Emma Denney, head sommelier at Claridge’s Restaurant in London, observes that many guests still view English sparkling wine as inferior to Champagne and are reluctant to try alternatives. Bartholomew Broadbent previously commented on how difficult it is to launch new wines in America due to complex alcohol laws and slow brand-building processes.

Nick Beck recalls that even at major trade fairs like Prowein this year, many buyers were unaware England produced wine at all—a reminder of how much work remains to build awareness internationally.

Despite these challenges, confidence among English wineries remains high. The industry now covers more than 4,000 hectares—mainly in southern England—and continues to attract investment. US sommeliers who have visited English vineyards express enthusiasm for the wines and see potential for growth among American consumers.

Lauren Hoey, East Coast wine director at Artfarm, describes English sparkling wine as exciting and dynamic despite lacking historic legacy. Kristen Goceljak of Kent Hospitality Group finds that guests familiar with British sparkling often rate it alongside Champagne but says newcomers need reassurance about quality and value.

Nordic markets have already embraced English bubbly; Ruth Simpson of Simpsons Wine Estate reports strong brand recognition in Norway and ongoing efforts to grow their presence in the US. She believes removing tariffs would help but cautions against being used as leverage against European producers.

Simpson also points out that climate change may favor England over traditional regions like Champagne by providing ideal conditions for grape growing—maintaining acidity while allowing sugar development as France warms.

Over the past quarter-century, English sparkling wine has built a reputation by mirroring Champagne’s grapes, methods, and chalky soils while offering a distinctly British take on luxury fizz. Yet there is no local equivalent of globally recognized brands like Dom Pérignon—an area where marketing will need to evolve if English wine hopes to capture mainstream consumers abroad.

As production continues to rise and trade barriers fall, English wineries face both opportunity and challenge: building international demand while maintaining competitive pricing and quality standards in an increasingly crowded global market.