Nicola Bates, chief executive of WineGB, has urged the Government to back the English and Welsh wine sector with more targeted support as the industry moves from rapid expansion to a more demanding phase of growth.

Speaking at Fruit Focus on the new Vines & Viticulture Stage at Bradbourne House in East Malling, she said the sector has built strong momentum, with rising quality, increasing consumer interest and a growing international profile. But she argued that producers now need practical help to sell more wine, invest in their businesses and compete on fairer terms with overseas rivals.

WineGB’s broader policy push has already set out three priorities: protection for British-grown grapes, better access to funding for equipment, marketing, research and education, and a specific relief for wine tourism. That package, the trade body argues, would support a sector that is forecast to keep expanding, with planting expected to rise sharply over the coming years.

The issue of labour is becoming increasingly pressing. Bates said the industry could need 30,000 workers by 2040, compared with about 3,300 full-time employees and 10,000 seasonal workers now. The Government has already acknowledged the skills challenge, launching a £1.5 million Future Winemakers’ Scheme to train and upskill new talent for the vineyard and winery workforce.

She also highlighted the need to broaden demand at home and abroad. Sparkling wine remains the sector’s best-known product, with sales rising sharply over recent years and most exports still made up of fizz. Yet Bates said the market for still wines is improving too, while consumer spending pressures and fewer visits to pubs and restaurants have made it harder for people to discover English and Welsh bottles.

Retailers are stocking more domestic wine, she said, but the industry still needs stronger storytelling at shelf level. WineGB is also seeking a tighter definition of British wine, so that only wines made from British-grown grapes can carry the label, alongside measures to stop imported wine being repackaged in ways that could undercut local producers.

Bates said a wine tourism relief, under which duty would be waived on sales made at vineyards and wineries up to a threshold of 50,000 bottles, would help smaller businesses reinvest in growth. WineGB says many microproducers sell much of their output directly from the cellar door, making tourism a vital commercial channel as well as a way of building brand loyalty.

Sustainability is another selling point. Bates said the Sustainable Wines of Great Britain certification is becoming increasingly important for consumers and retailers, with a substantial share of vineyard hectarage now certified. The message from WineGB is clear: the sector believes it has the quality and the opportunity, but it wants the policy framework to match.

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