A remarkable shift towards English sparkling wine has been attributed to changing consumer preferences, particularly among millennials, according to Chapel Down, a leading winery based in Kent. The company reported an impressive 19% rise in sales over the past year, reaching a total of £19.4 million. This growth has been largely fuelled by the younger generation’s taste for lighter and crisper wines, as well as robust retail and export performance.
Chapel Down’s Impressive Sales Growth
Chapel Down, which became publicly listed on the AIM stock exchange in 2023, experienced a significant boost in retail sales, which leapt by 38%. The company’s chief executive, James Pennefather, noted that despite ongoing economic challenges, consumers are finding reasons to celebrate, leading to the dispatch of over one million bottles of its traditional method sparkling wines for the first time in 2025. He highlighted a generational shift, stating, “We are seeing a generational shift into English sparkling wine as millennials, who prefer a lighter, fresher, crisper style of wines, are increasingly adopting the category.”
Penning down the characteristics of this demographic, Pennefather explained that millennials, particularly those born in the 1980s and 90s, gravitate towards authenticity and heritage, attributes that English sparkling wine embodies. The proximity of vineyards to London offers these consumers unique experiences, including vineyard tours and gourmet dining.
Resilience Amid Economic Pressures
Despite the wider economic climate impacting discretionary spending, Chapel Down has managed to expand its market share. The company has seen a consistent demand from affluent consumers, with particular interest in rosé and premium wine offerings. Prices for Chapel Down products range from £15 for a bottle of still Bacchus to over £100 for its top-tier Coeur de Cuvée sparkling wines.
Chapel Down’s sales to the hospitality sector did face challenges, but still managed a 5% increase as the company broadened its distribution channels and increased sales by the glass. Pennefather remarked on the challenging landscape, stating, “The environment had been more challenging in terms of sales to the hospitality industry.” Nevertheless, the vineyard benefited from an exceptional 2025 harvest, with yields 15% above the five-year average, producing wines with increasingly complex flavours thanks to a long, sunny summer.
Future Expansion Plans
While Chapel Down has grown its vineyard holdings to just over 1,000 acres, with 777 acres currently productive—a 30% increase since 2022—the company has no immediate plans for further expansion. Pennefather expressed confidence in their existing land, which is expected to come into full production over the next two years. He sees this as a solid foundation for sustained double-digit growth into the 2030s, with aspirations to triple annual sales to approximately three million bottles, representing 1% of the champagne-equivalent market.
Britain’s wine industry is on an upward trajectory, with the property group Knight Frank identifying it as the fastest-growing wine region worldwide. Wine production in England and Wales has more than doubled from 5.3 million to 12.2 million bottles between 2017 and 2022, and projections indicate it may double again by 2032. The changing climate and innovative growing techniques have made winemaking feasible in regions as far north as Yorkshire and Scotland.
Prominent French champagne houses, including Pommery and Taittinger, have invested in English vineyards over the past decade, signalling confidence in the region’s potential. Additionally, Henkell Freixenet, the largest sparkling wine producer globally, purchased the Bolney estate in England in 2022, further underscoring the growing interest in English sparkling wines.
Why it Matters
The burgeoning success of Chapel Down and the wider English wine sector reflects a significant shift in consumer preferences, particularly among younger generations. This trend not only highlights the evolving landscape of the wine market but also signals potential economic opportunities for local vineyards. As the demand for English sparkling wine grows, it positions the UK as a formidable player in the global wine industry, fostering investment and innovation that could have lasting benefits for the economy.