Nyetimber Classic Cuvee (pic: Nyetimber)

English wine has been quietly thriving, but its footprint in China has been almost nonexistent—until now. This November, Nyetimber, the trailblazing English sparkling wine producer, is set to shake up the market with its debut at ProWine Shanghai, aiming to challenge the dominance of traditional sparkling wine regions and capture the attention of Chinese wine lovers.

“We will be participating in Prowine’s exhibition in Shanghai this November, and we will be the first English sparkling wine brand at the fair,” said Karl Thogersen, Head of Sales – International at Nyetimber, in an interview with Vino Joy News.

Located in southern England, with over 400 hectares of vineyards in West Sussex, Hampshire and Kent, it is dedicated to producing the highest quality English sparkling wines and becoming one of the world’s top sparkling wine producers.

For Thogersen and the team at Nyetimber, entering a new market doesn’t spark hesitation. The winery first expanded into Japan in 2012 and now partners with TYCreation Wines for distribution there. Since then, Nyetimber has steadily grown its global footprint, exporting to 24 countries including Denmark, Singapore, the UAE, and Australia. Reflecting on their recent appearance at ProWine Tokyo, Thogersen noted, “Japan holds great potential. The market is very open-minded when it comes to high-quality sparkling wines, and we had excellent foot traffic at our booth.”

However, being from the UK—a less traditional wine-producing country—Nyetimber often faces misconceptions. Many still ask if their wines are Prosecco, Cava, or Champagne, he admits. To tackle these misunderstandings, Thogersen believes in the power of the first sip. “For us, it’s all about creating access. Whether someone buys a bottle or just a glass, it’s a win because it gives them a chance to taste our wines. Once people try it, they tend to come back. In the UK, we’ve seen impressive conversion rates where a single glass often leads to repeat purchases.”

“It’s all about liquid to lips. Building brand awareness,” he added.

Targeting Young Chinese Consumers

Nyetimber’s international ambitions are bold. The winery currently produces one million bottles annually, with plans to double that to two million in the coming years. At present, international sales make up 15% of Nyetimber’s revenue, with a goal to grow that share to 30%. To support this growth, Nyetimber is investing heavily in key markets like China and Japan, appointing local brand representatives with deep market knowledge.

“Asia-Pacific will undoubtedly become one of our largest export regions globally. While it’s still small today, we see massive potential and are committed to investing whatever is needed for success. Our owner has a great motto: ‘We don’t think in terms of years, but in terms of generations,'” said Thogersen. “We need to take this step by step. While we could chase short-term gains, it wouldn’t be sustainable.”

This long-term approach has already proven successful in mature markets like Norway, its biggest export market. Since entering the Norwegian market six years ago, Nyetimber has grown to become the second-best-selling sparkling wine in the €40-55 price range, trailing only Mo?t & Chandon.

In Asia, Nyetimber has been present in Hong Kong for years, initially working with Watson’s Wine and now partnering with Kedington Wines. The goal in these markets is simple: get more people to try Nyetimber’s sparkling wines. In mainland China, however, the strategy is entirely different.

“In many ways, mainland China is still a young wine market, and we are confident in the younger generation of consumers here. Today, young consumers have many ways to learn about products through digital platforms, so we will invest in social media and online platforms to capture their attention,” Thogersen explained. “We also hope to use sommeliers as a key channel to engage young Chinese consumers. Many sommeliers in China are young and ambitious, often with experience abroad, which provides an opportunity for us.”

Nyetimber has a unique philosophy when it comes to choosing distribution partners. Instead of working with large importers that represent numerous well-known brands, they prefer smaller, boutique wine sellers that focus on niche wineries. This approach has helped the brand carve out its own space in several international markets.

Blanc de Blancs (pic: Nyetimber)

“Climate Change Gives Us the Opportunity to Make Wine”

Nyetimber is positioned as a high-end brand, evident not only in its quality and price but also in the meticulous approach to its products. Thogersen highlighted their Classic Cuvee Multi-Vintage, a blend of 45-60% Chardonnay, 30-40% Pinot Noir, and 10-20% Pinot Meunier, made from wines of multiple vintages.

“Each Nyetimber bottle has a unique code that consumers can use to look up detailed information on our website. They can find out the exact percentages of grape varieties, the vintages used, and even the bottling and riddling dates, which have never been disclosed before. For example, 79% of the grapes in our 2018 Classic Cuvee came from the 2018 harvest, with 1% reserve wine from 2009. This is why we call it multi-vintage rather than non-vintage—we offer complete traceability,” Thogersen explained.

Nyetimber also produces a more exclusive Blanc de Blancs, but it isn’t made every year. “If we don’t have enough Chardonnay or the quality doesn’t meet our standards, we simply won’t produce it,” Thogersen stated.

When discussing climate change and sustainability, Thogersen’s said: “We’re able to produce wine in the UK today because of climate change, and in some ways, we’ve benefited from that.”

As for organic farming, it’s still not an immediate goal yet. “Although we’re experimenting with organic farming, the results haven’t been positive so far,” he responded. “However, sustainability is at the core of everything we do. We partner with local farmers, and after the harvest, we allow their sheep to graze in our vineyards, creating a natural cycle. It’s a beautiful thing to let nature take care of itself.”