Vinarchy, the wine company formed from the merger of Accolade Wines and Pernod Ricard Winemakers, has launched Vintelligence, a category initiative for the UK market. Its brands include Hardys, Jacob's Creek and Campo Viejo.
Rather than asking shoppers to navigate by region, grape and vintage, Vintelligence organises wine on shelves and menus around cues the company says people find easier: occasion, taste and price. It is built on four occasions, 'My Go-To Wine', 'Good With Food', 'Marking The Occasion' and 'Fun Together'; the last covers social moments where wine competes with beer, cocktails and ready-to-drink products.
Vinarchy's own analysis, based on NielsenIQ and CGA market data, suggests the approach could grow the UK wine category by 11%, worth about £1.4bn, by 2029. The company also reported that, in its research, 36% of wine consumers entered a shop without planning to buy wine. The initiative starts with UK retailers and venues in September, with a wider rollout across convenience stores and wholesale from January 2027.
For readers who choose by region or grape, this shows how some UK shelves and wine lists may be arranged in the coming months. The growth figures are the company's own projection, not an independent forecast.