WineGB Has Launched Scandinavian Tasting Tour
Over 20 English and Welsh wine producers are visiting cities across Scandinavia to build international trade relationships.
Updated on Sept. 26, 2026 in Wine
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WineGB has organized a trade and media tasting tour across Scandinavia to promote English and Welsh wines. The initiative aims to accelerate export growth by connecting producers with new markets.
Why it matters
The tour seeks to capitalize on rising demand for premium cool climate wines in the Scandinavian region. By facilitating direct connections, the effort supports the continued international expansion of UK wine producers.
English wine is now exported to 50 countries globally. In 2024, 16 producers showcased their wines in Stockholm, with 14 of those businesses successfully securing new listings or market opportunities.
The players
WineGB
WineGB is the official national trade association representing the interests of the English and Welsh wine industry.
The details
The tour spans three cities, including Stockholm, Oslo, and Trondheim, and features masterclasses designed to build industry relationships. More than 20 producers are participating in the current tour to showcase their offerings to trade and media professionals.
Timeline
16 producers showcased wines in Stockholm during 2024.
The current Scandinavian tour is taking place in September 2026.
Culture Shift
The expansion of English and Welsh wine exports reflects a broader global shift in consumer preferences toward premium cool climate wines. This trend moves the industry away from traditional reliance on domestic sales and toward an increasingly competitive international footprint.
For consumers and trade professionals, this initiative signals increased availability of English and Welsh wines in international markets. It suggests that premium bottles from these regions are becoming a staple in high-end hospitality and retail environments across Europe.
The takeaway
The sustained growth in export volumes suggests that English and Welsh wines have established a firm footing in the international market. Producers are now scaling their operations by leveraging trade-focused events to bridge the gap between niche production and global retail demand.
Further reading
Learn more about the latest industry developments in the Wine section.
More information
For more information on export support and industry data, visit the WineGB export support hub.
Source note: This article includes information reported by Vineyard Magazine.
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