The wine market in the UK has been the central hub of wine collection from all over the world. Until recently the Old World economies have been leading in the UK wine market for supplying the classic wines. However, with the emergence of the New World wine producers offering a huge array of wine to choose from along with aggressive promotional strategies have overpoweringly grabbed the market from the hands of the Old World wine manufacturers. The Old World countries like France which used to enjoy a monopoly for decades in exporting its tradition-rich wines to the UK markets are now being dominated by the New World economies like Australia with incredible marketing techniques. Factors like poor branding, restricted labeling, inconsistent quality, and inept promotional strategy have together led to the decline of the Old World wine producers in the UK wine market. To combat this severe threat an intensive reviewing of attitudes towards brands is exactly what is required for the Old World wine producers to recapture the wine market in the UK from the hands of the New World wine manufacturers. Understanding the consumers’ needs in today’s modern wine market, adopting clear labeling, recognizing the increasingly stylish wine supply chain, filling the huge information gaps is exactly what is required from the manufacturers of Old World wines. Hence, it is only through the union of innumerable small Old World wine producers reviewing their entire branding strategy that the possibility of their sustainability in the UK wine market prevails.
The steadily declining share of the Old World wine-producing countries in the UK wine market due to the dominance of the New World wine-producing economies at an alarming rate has necessitated carrying out the study. The principal objective of the study is to understand and learn from the parameters that have led to the decline of Old World wine over New World wine in the UK market. The dissertation also aims to throw light on the rapidly changing wine market of the UK in recent years. .