Millennials Spark English Wine Revolution as Chapel Down Reports Strong Growth
Chapel Down, the prominent Kent-based wine producer, has announced a significant sales increase of 19% to £19.4 million for the year ending 31 December, attributing this success to a notable generational shift in consumer preferences. The company, which joined the AIM junior stock market in 2023, experienced a remarkable 38% surge in retail sales alongside robust export performance, defying broader economic pressures.
A New Generation Embraces English Sparkling
Chief Executive James Pennefather highlighted that over one million bottles of Chapel Down's traditional method sparkling wines were dispatched for the first time in 2025. He emphasised that millennials, those born in the 1980s and 1990s, are driving this trend with their preference for lighter, fresher, and crisper wine styles.
"We are witnessing a generational shift into English sparkling wine," Pennefather stated. "Millennials, who favour a lighter, fresher, crisper style of wine, are increasingly adopting the category. They value authenticity, craft, and heritage, and English sparkling offers these experiences within an hour of London."
This demographic's appreciation for vineyard tours and fine dining experiences has bolstered Chapel Down's appeal, allowing the brand to capture a larger market share. Drinkers are now turning to Chapel Down throughout the year and for a wider variety of celebration occasions, extending beyond traditional festive periods.
Premium Demand and Market Resilience
Despite ongoing cost of living concerns and emerging trends such as the rise of GLP-1 weight control drugs, demand from wealthier consumers remains strong. Rosé and premium wines continue to be in high demand, with Chapel Down's product range catering to diverse tastes and budgets.
- Prices start from £15 for a bottle of still Bacchus.
- Classic Brut sparkling wines retail at approximately £30.
- Top-tier Coeur de Cuvée sparkling wines command over £100 per bottle.
This growth is particularly noteworthy given the challenging year for the hospitality sector, where restaurants and bars have faced pressure as households reduce spending on non-essentials amid rising energy and food bills. Pennefather acknowledged a "more challenging" environment for sales to the hospitality industry, yet Chapel Down still achieved a 5% increase in this segment by expanding distribution and boosting sales by the glass.
Exceptional Harvest and Strategic Expansion
The 2025 harvest has been described as "exceptional," with yields 15% above the five-year average. A long, sunny summer contributed to more complex flavour profiles in the wine, enhancing quality and appeal.
Currently, Chapel Down operates just over 1,000 acres of vineyards, with 777 acres fully productive—a 30% increase since 2022. While there are no immediate plans to expand vineyard holdings, the existing land is expected to reach full production over the next two years. This foundation is projected to support double-digit growth into the 2030s, with an ambitious goal to triple bottle sales to approximately three million, capturing 1% of the champagne-equivalent market.
Broader Context of UK Wine Industry Growth
Britain is recognised as the fastest-growing wine region globally, according to property group Knight Frank. Data from WineGB shows that between 2017 and 2022, wine production in England and Wales more than doubled from 5.3 million to 12.2 million bottles. Projections suggest this could double again to 24.7 million bottles by 2032.
Climate change and advanced growing methods are making viticulture feasible in previously unlikely areas, with vines now being planted as far north as Yorkshire and Scotland. This expansion has attracted international attention, with renowned French champagne houses Pommery and Taittinger acquiring land and planting vines in England about a decade ago. Additionally, the world's largest sparkling wine producer, Germany's Henkell Freixenet, acquired the English wine estate Bolney in 2022, further validating the region's potential.
Chapel Down's success story underscores a transformative period for English wine, driven by evolving consumer tastes and favourable environmental conditions, positioning the UK as a formidable player in the global wine market.
