New Zealand wine now accounts for more than £1 in every £10 spent on still wine in the UK off-trade, with sales continuing to outperform the wider market.

The country has increased its dominance of the white wine category, taking more than 21% of sales by value, according to Nielsen data for the year to October 3. New Zealand Sauvignon Blanc now accounts for over 55% of the UK Sauvignon Blanc market, while its Chardonnay and Pinot Gris/Grigio sales are also growing, despite declines for those varieties overall.

In the on-trade, New Zealand has become the fourth-largest country of origin by value, with sales up 12%. Volumes have increased by 1% against a wider market decline of 7%, according to NIQ data for the year to June 13. The average price of New Zealand wine is also substantially above the market average, at £8 compared with £6.90.

Chris Stroud, UK and Europe market manager for New Zealand Winegrowers, says the figures demonstrate consumers’ willingness to pay a premium for New Zealand wines. “This performance in both the off and on-trade shows the confidence consumers have in New Zealand wine and that they are prepared to spend more on it, as they trust the quality it delivers,” he says.

The figures have been released ahead of New Zealand Winegrowers’ New Release Tasting at 67 Pall Mall in London on November 17. The event will feature more than 180 wines from eight regions, spanning 17 styles and varieties and 10 vintages, including the first releases from 2026. Several participating producers are seeking UK representation or wider distribution.