“Consumers are taking a leap into the unexpected”: Ukrainian wine brand Bolgrad expands UK listings
Ukrainian wine brand Bolgrad is strengthening its foothold in the UK after securing further Lidl listings and expanding its presence across retail, wholesale and the on-trade.
Ukrainian winery Bolgrad has expanded its UK footprint with new listings in Lidl and broader distribution across the trade, following a push from distributor partner Kingsland Drinks.
After an exclusive limited-edition listing with Lidl last year, the brand has secured a second parcel with the retailer alongside additional placements across the UK market.
The two new wines stocked in Lidl stores are Bolgrad’s Saperavi and Pinot Grigio. Meanwhile, Bolgrad Chardonnay is now listed with The Wine Society, while the winery’s Select Collection Pinot Grigio, Pinot Noir Rosé and Cabernet Sauvignon are available to the on-trade and independent retailers through wholesalers nationwide.
Kingsland Drinks has been working with the winery since 2023 to find logistical solutions to import the wines to the UK market.
Bolgrad is the leading brand for still wines in Ukraine, with vineyards located in the Odesa region — one of Eastern Europe’s emerging wine territories known for its diverse grape varieties, microclimates and growing conditions.
Building momentum in the UK
Vitalii Shmulevych from Bolgrad said the UK market is showing increasing curiosity for wines from emerging regions.
“We know interest and appetite for wines from lesser-known regions is growing among pockets of UK consumers who are seeking quality, value and new experiences. We’re delighted to be increasing our listings in the UK market – we know consumers will welcome the wines, enjoy the unique styles and buy them again and again.”
The company has been gradually testing different channels in the UK before expanding its presence.
“We know wines coming from emerging regions and lesser-known grape varieties have to work harder to gain attention and we’re prepared to put the work in to communicate the quality and listen to the experts to make sure each product we launch lands with success,” Shmulevych said.
“We have been lucky to work with receptive and open-minded buyers who have tasted our wines and are impressed with the quality, styles of our native grapes and expressions of international varietals. They understand the UK marketplace and the consumer groups who are searching for wines from emerging regions likely to enjoy the wines.”
Bolgrad first entered the UK multiples through a seasonal Lidl listing in 2024.
“We launched our first seasonal parcels of Bolgrad Saperavi and DUO white, a blend of Chardonnay and indigenous varietal Sukholymanskyi (muscat clone ideally suited to the terroir of Ukraine), with Lidl in 2024, which sold out quickly – marking the first time a Ukrainian wine had been stocked in a UK supermarket. It was a real moment of celebration for us.”
The winery also broadened its reach through specialist retail and wholesale.
“We also have our Chardonnay listed in The Wine Society, as well as other international grapes listed in independents and the on-trade,” Shmulevych said.
“We also launched into Booker wholesalers, which was a significant move to take us into the mainstream. Launching with Select Odesa White and Select Odesa Black, we focused on the hospitality sector here to allow us to spread the net and see how the wines perform in pubs, bars and restaurants, and how they stack up as food-friendly wines.”
The new Lidl listing marks the next step in that strategy.
“We now have a second listing in Lidl for our Saperavi and Pinot Grigio, demonstrating the growing appetite for our wines.”
Shmulevych added that entering different channels has provided important insights.
“The main learning for us has been to treat each channel separately and to trial, test and review with real-life experiences to gain valuable feedback and insights before a full live launch. It’s important to understand the marketplace, the industry knowledge and perceptions, and the consumer behaviours.”
“Working with our partner, Kingsland Drinks, has been invaluable to us and the team has supported us at every step of the way to ensure each wine we propose is right for that sector.”
Eastern Europe outperforming the UK wine market
Interest in Eastern European wines is also helping to drive growth.
“Interest and appetite for wines from lesser-known regions, such as Eastern Europe, is growing among pockets of UK consumers who are seeking quality, value and new experiences,” Shmulevych said.
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“Consumers are taking a leap into the unexpected and branching out in their wine buying, and it’s interesting to note that the burgeoning Eastern European wine region as a whole is currently outperforming the wider UK wine market: value sales are up five percent and volume is up 0.1 percent, compared with a four percent volume decline across the total UK wine market (*source: circana data up until 21/12/2025).”
According to the same data, the total number of Eastern European wine listings in UK retailers increased between January 2025 and January 2026, with wines from Ukraine and Moldova gaining greater presence. Outside the region, Georgian wine is also seeing growth, with volumes up 16 percent.
“Huge strides have been made among Eastern European winemakers striving to elevate the quality credentials of their wines and become internationally recognised, appreciated and celebrated,” Shmulevych said.
The Odesa region in particular is gaining recognition.
“Odesa is one of the emerging territories in Eastern Europe, an area known for its unique terroirs, diverse range of grapes, growing conditions, microclimates and high-quality wines.”
“We believe the key to differentiating Ukrainian wine from other Eastern European wines is to clearly communicate our unique terroir, heritage and grape diversity.”
“Ukraine, and particularly the southern Odesa region, benefits from a warm climate, fertile soils and the influence of the Black Sea and major rivers, creating excellent conditions for viticulture and giving our wines a distinctive style and character.”
“Another important factor is highlighting local grape varieties and regional identity alongside well-known international grapes. Varieties such as Odesa Black, as well as traditional grapes like Rkatsiteli and Aligoté grown in our region, help showcase flavours that are unique to Ukraine and cannot be replicated elsewhere.”
Export growth despite wartime challenges
While the domestic market remains central to the business, exports are becoming increasingly important.
“Our domestic market remains the core of our business, thanks to our loyal and growing consumer base across Ukraine. At the same time, our export performance has shown solid growth, especially within Eastern Europe and select EU countries.”
“We view exports as a strategic direction — not just commercially, but also in representing Ukrainian winemaking to the world.”
In the coming years, the company is looking to further expand internationally.
“In the next few years, we are keen to strengthen our footprint in countries such as the United Kingdom, Japan, Canada, the Nordic countries, and South Korea.”
“Ukrainian wines show great promise in the UK and we have plans in the pipeline to bring more wines to the market as we know there’s real appetite as seen from the success of the products we have brought in so far.”
The business has had to overcome significant logistical challenges since the outbreak of war.
“Along with our fellow Ukrainian wine producers, we have been up against multiple challenges during the war, such as logistical hurdles, disruptions to the supply chain and increased uncertainty. Our teams have shown remarkable resilience, adapting to changing circumstances, securing alternative routes and ensuring production continuity and stability.”
Shmulevych added that logistics remain a daily challenge.
“Regarding logistics, every day is a true test of determination, persistence and flexibility, but our focus is razor sharp on maintaining quality, sustainability and meaningful connection with our customers.”
The growth in demand has also prompted further investment.
“We have been heartened to see the increase in demand for our wines, both locally and abroad, and this has led us to scale up production, and invest in more modern equipment and vineyard development.”
“This has allowed us to optimise the quality standards, presentation, taste and availability of our world class wines, reflecting the strength of our land, the skill of our people and communities and the pride in our viticultural history.”
He added that Kingsland Drinks has played an important role in helping bring the wines to the UK market.
“Our UK partner, Kingsland Drinks, has been working with us since 2023 to find logistical solutions to import the wines to the UK market and so far, we have hit the mark every time, managing to meet deadlines, fit into the UK timelines and deliver our products promptly and as efficiently as possible.”
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