How Madeira is finding new life in the UK
Exports of Madeira Wine to the UK have risen by nearly 4% over the past two years, as heritage, versatility and a growing presence in the on-trade drive fresh engagement among both consumers and professionals.
Madeira Wine is carving out a stronger foothold in the UK market, with exports rising 3.97% between 2022 and 2024. Demand has peaked in February, October and November, reflecting key trade purchasing periods ahead of the new year and festive season.
Experts say Madeira’s growing appeal lies in its mix of tradition and adaptability. “Madeira is one of the world’s iconic wine treasures, and the quality of production has never been better,” said Demetri Walters MW. “It possesses various styles that suit most gastronomic and drinking purposes. The fact that it is, by its very nature, incredibly historic and almost impervious to the ravages of time just adds to the excitement.”
That balance of legacy and innovation is helping Madeira reach new audiences. Presenter and drinks communicator Aidy Smith said: “As we see global wine consumption rates continue to decrease (3.3% from 2023 to 2024), it’s crucial now more than ever that wine and spirits brands open their mind to seeking new demographics, advocates and ultimately revenue streams. What I’ve come to really respect about Madeira is that while it may be one of the oldest wines on the planet that people can still enjoy (including older vintages!), they have fully embraced venturing into the unknown. The simple fact they are interacting with the mixology scene in order to create a new pathway to getting into customers’ lives is such a creative move and fully showcases that you can have all the heritage in the world but still be progressive and relevant.”
A growing role in bars and restaurants
Madeira’s mixology credentials are winning praise from the on-trade. “Madeira has always been a much loved product for bartenders around the world due its versatility, flavour and deep rooted history,” said Anna Sebastian, founder of Anna Sebastian Hospitality & Celebrate Her. “Being able to use the product in cocktails allows bartenders to elevate classics, create low abv drinks [and] aperitif style drinks giving cocktails a point of interest and difference.”
According to Tiago Freitas, President of IVBAM, steady UK growth is set to continue. “This is driven by rising interest in premium, heritage wines, wider retail availability, and growing use in cocktails and fine dining,” he said. “Continued progress will come from expanding retail and on-trade listings, promoting Madeira’s story and food versatility, and offering both accessible blends and premium aged wines. Overall, moderate value growth is anticipated, supported by premiumisation and awareness, though limited by stock availability and price sensitivity.”
Partner Content
Beyond the food pairing
Despite its versatility, Madeira still faces hurdles in breaking beyond its reputation as a pairing wine. “I absolutely love it but unfortunately it doesn’t sell except as part of a wine pairing,” said Stuart Skea, Group Head Sommelier at Lyla. “Then people tend to get excited and want to talk about it. I’d love to see it get more popular.”
Walters argues that the wine’s flexibility could help change perceptions. He noted that longer-aged wines and single harvest Colheitas can “readily work alongside dry Sherry, Tawny Port, and even light wines, before, during, and after a meal.” Freitas added that Madeira “actively aims to show it’s much more than just a pairing wine” through education, tastings and collaborations with bartenders and chefs.
Tackling style confusion
Confusion over Madeira’s different styles remains a challenge. “I only have a tiny offering – people find it really confusing, more so than Port. There are so many styles. Thank God it still appears in recipes!” said Dafydd Morris, Director of Cheers Wine Merchants.
According to Walters, “more appealing labelling and better packaging is making them altogether more attractive to the consumer.” Freitas added that education within the trade can help clarify Madeira’s versatility and history, allowing professionals to recommend it more confidently.
The Madeira Wine Experience, taking place on 27 November at St John’s Church, Waterloo, will offer both trade and consumers the chance to explore the full range of Madeira styles. Freitas said such events “raise awareness and understanding of Madeira’s unique styles, history, and versatility… enhancing brand visibility and reinforcing its image as a premium, distinctive wine.”
With exports rising, engagement growing in bars and restaurants, and renewed efforts to educate the trade, Madeira Wine looks set to strengthen its position in the UK market.
Related news
All the drinks in House of Guinness
