Vinarchy has projected an £1.4 billion (11%) expansion of the UK wine category by 2029 through Vintelligence, a new occasion-led merchandising programme aimed at retailers, wholesalers and hospitality operators.

The business, formed from the merger of Accolade Wines and Pernod Ricard Winemakers, will roll out Vintelligence to UK retailers and venues in September 2025, with a wider launch across convenience, wholesale and the on-trade from January 2027.

What does Vintelligence change?

The programme replaces traditional cues of region, grape and vintage with what Vinarchy terms "occasion drivers": occasion, taste and price. Internal research cited by the company found that 36% of wine consumers enter a store without intending to buy wine. "Clear occasion, taste and price cues can turn hesitation into purchase," Vinarchy stated.

The four drivers sit within a framework covering pricing, range, merchandising, promotion and innovation. Each driver gives retailers and operators a structured plan to convert uncertain shoppers into wine buyers.

Who is leading the push?

Tom Smith, marketing director, west at Vinarchy, oversees the launch. He said: "Wine has spent too long asking people to understand the category on its terms. Most consumers aren't walking into a shop thinking about region, grape or vintage – they're thinking about what they're doing, who they'll be with, what they like and what they want to spend."

He added: "Vintelligence starts with the glass, not the vineyard. It turns consumer insight into a category plan we can build with retailers and venues – making wine easier to shop, easier to choose and more relevant to the occasions people value. The ambition is not simply to grow our own brands, but to help bring more people into wine and grow the whole category."

What are the four occasion drivers?

The programme targets four consumer occasions:

• My Go-To Wine: simplifies access to familiar favourites on shelf and list
• Good With Food: supports pairing decisions at point of purchase and at the table
• Marking The Occasion: uses taste and quality cues for celebratory purchases
• Fun Together: positions wine against beer, cocktails and ready-to-drink formats in social occasions where wine currently underperforms

What does it mean for hospitality operators?

Vinarchy will work with retailers and venues on pricing, range, merchandising, promotion and innovation plans tied to each driver. For hotels, restaurants and bars, the pitch reframes wine selection around food and social occasion rather than varietal or origin. Operators can expect updated merchandising support, revised range recommendations and category training aligned with the four drivers as the rollout progresses.

The approach also addresses a structural weakness Vinarchy has identified: wine losing ground to cocktails, beer and RTDs in informal social occasions. Fun Together is the explicit counter to that trend and the segment most likely to shape casual dining and bar menus over the next two years.

When does implementation arrive?

September 2025 marks the first phase with named UK retailers and venues. The January 2027 phase extends the plan to convenience, wholesale and the wider on-trade, while the 2029 growth target of £1.4 billion gives competitors a measurable benchmark to track against Vintelligence's commercial impact.