The UK is one of the world’s most influential wine markets and absorbs more than 20% of European wine exports. Consumers are highly engaged with wine culture, especially in metropolitan areas such as London and the Southeast, where there is strong demand for premium, authentic and sustainable products. British consumers are increasingly interested in origin, quality and environmental responsibility, while younger audiences are open to discovering new wine styles and experiences through digital channels and gastronomy-led experiences. The market also offers strong opportunities across retail, HoReCa and specialised trade channels.

Spanish and Portuguese wines bring diversity, authenticity and strong value to the UK market, responding to growing demand for premium wines with origin and sustainability credentials. Their rich wine heritage and versatile styles also strengthen the country’s gastronomy and wine culture.

Switzerland is a high-income and quality-oriented market with consumers who value authenticity, craftsmanship and sustainability. Wine buyers and professionals are particularly receptive to premium and super-premium wines with a strong connection to origin and terroir. The country’s international mindset, high purchasing power and appreciation for gastronomy make it an ideal environment to showcase the diversity, heritage and quality standards behind Spanish and Portuguese PDO and PGI wines.

Spanish and Portuguese wines enrich the Swiss market with premium products linked to terroir, craftsmanship and sustainability. Their diversity and food-pairing potential perfectly match Switzerland’s sophisticated and quality-driven wine scene.

Norway represents a highly educated, quality-conscious and sustainability-driven market with strong purchasing power and growing interest in premium wines. Norwegian consumers are particularly attentive to traceability, responsible production and environmentally friendly products, making the market especially aligned with the campaign’s focus on European quality schemes and sustainable wine production. Despite its highly regulated alcohol market, Norway offers important opportunities through specialised trade, HoReCa and educational experiences, especially for wines that combine authenticity, quality and strong regional identity.

Spanish and Portuguese wines offer Norway a combination of authenticity, sustainability and distinctive wine styles highly valued by consumers. Their strong connection to origin and quality responds to the market’s growing interest in premium and responsible wine consumption.

Across all three markets, the campaign aims to promote a deeper understanding of European PDO and PGI wines, highlighting their origin, sustainability, authenticity and cultural heritage while building long-term connections with consumers, media and wine professionals.