External Search Effort for Wine

Abstract

Over the last two decades the United Kingdom has become a nation of wine‐drinkers. However, due to climatic conditions, very little is actually produced in the UK, Almost all the £6 billion market is made up of imported wine from all corners of the world. The traditional suppliers from France, Germany and Italy have, over recent times, been confronted with the wines from the New World. Supermarkets have led the way in stocking wines from both the traditional and New World countries. Furthermore, their attention to merchandising has been the catalyst for the surge in wine experimentation.