Last Tuesday’s Australia New Zealand Trade Tasting 2026 London, held at the Royal Horticultural Halls, offered a timely pulse-check on producer sentiment – and, contrary to much of the prevailing narrative, the mood was notably more positive than anticipated.
The Fero (formerly Ferovinum) team, including Lauren Thompson, the new head of commercial, Australia Fero attended, as well as Barry Dick MW, Olly Lawson and Ben Jack all of Fero UK, to speak with distributors and producers about what challenges they faced and what was working for them.
Despite ongoing structural challenges, particularly around distribution, conversations on the floor pointed to resilience in the mid-to-premium segments and a cautious confidence about the year ahead. Here were the top takeaways from the Fero team that attended.
Sentiment: better than the narrative suggests
While expectations going in were muted, producers were generally more upbeat than recent commentary would suggest. Many attendees were winery representatives actively seeking new distribution partners, which inevitably framed conversations around transition rather than expansion. Even so, most reported that sales performance over the past year had been solid, particularly for those already established in key markets.
As with any gathering of the trade, there will always be optimists and pessimists – but what stood out was the volume of constructive, forward-looking discussions. Rather than dwelling on oversupply or macro headwinds, producers were focused on how to improve route-to-market and brand performance.
A noticeable absence of bulk and commercial players
One of the biggest surprises was who wasn’t in the room. Large bulk suppliers and heavily commercial branded producers were far less visible than expected. Instead, the tasting skewed clearly towards mid-tier and premium wineries, reinforcing the sense that this cohort remains engaged, ambitious and committed to international growth.
This shift in representation helped shape the overall tone of the event – fewer conversations about volume pressure, more about value, positioning and long-term market presence.
Distribution: Hard, but holding at the premium end
Unsurprisingly, distribution challenges were a recurring theme. Finding or changing distributors remains difficult, particularly in mature markets like the UK. However, for premium producers already placed, the picture was not as negative as feared. Several reported stable performance and steady demand, even if growth is harder won.
The real frustration lay not in access to the market, but in impact. Many producers felt that traditional distribution models often result in wines being “placed” rather than actively sold, limiting share of voice and brand development in the UK.
Vintage concerns: Climate was top of mind
Talk quickly turned to the upcoming vintage – particularly in Australia, where extreme heat is accelerating timelines. Producers spoke openly about nerves around an earlier-than-expected harvest, reports of vineyard burn, and the pressure of being away from home as conditions intensified. Climate remains an ever-present variable, shaping both quality discussions and operational decision-making.
Domestic Australia: A system under strain
Interestingly, there was relatively little discussion around China or global oversupply. Instead, attention shifted inward to Australia’s domestic distribution challenges. Producers highlighted the inefficiencies of moving small orders across vast distances, rising costs, and declining morale within the local market. Prices pressure and dataflows were mentioned as additional challenges in the local market.
There was broad consensus that the current domestic model is not working for many wineries – and that reform is needed. Conversations centred less on immediate fixes and more on rethinking how distribution should work in the future.
The UK opportunity and the need for new models
For Australian and New Zealand producers alike, the UK remains a critical but frustrating market. Many expressed a desire to build greater visibility and commercial traction, without defaulting to models that dilute brand or margin.
Several producers showed strong interest in alternative approaches – from hybrid distribution structures to sales-agency partnerships – that combine market access with active brand building. The appetite for flexible, collaborative solutions was clear.
Where partnership matters
The tasting reinforced a key takeaway: while producers don’t expect a silver-bullet solution, they are actively looking for partners willing to engage, analyse and build bespoke routes to market alongside them. This is where new thinking – and new models – will be essential.
Overall, the New Zealand & Australia tasting delivered a more nuanced picture than headlines suggest: challenges remain, but optimism persists – particularly among producers focused on quality, premiumisation and smarter distribution.
