Why More UK Venues Are Dropping Champagne in Favour of English Sparkling Wine The sustainable, local, and profitable case for switching profitable case for switching

danwilsommwine
Apr 17
7 min read

English Sparkling Wine Being Poured in More and More UK Venues

At Wilsomm, we spend a lot of time inside restaurants, hotels, and event venues across the UK. We’ve seen first-hand how wine lists are evolving — and how businesses that lean into local, sustainable wine choices are not only telling better stories but also improving their bottom line.

One of the most common conversations we have with clients is about Champagne. More specifically:

"Do we still need it?"

And honestly? In many cases, the answer is no.

English sparkling wine and English wine more broadly — isn’t just a worthy alternative. It’s often a better one, for your guests, your brand, and your margins.

Here’s why we’re helping more and more venues make the switch and how it’s working out for them.

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The Shift to English Wine Is Already Happening on the Floor

Real examples from UK restaurants and hotels

The first time I saw English sparkling wine completely replace Champagne on a list, it was at a high-end countryside hotel just outside Bath. The GM was nervous. “What if guests ask for Champagne and we don’t have any?” she asked.

We trained the team, re-wrote the wine list, and ran a tasting flight featuring Nyetimber, Hambledon, and an English sparkling rosé. Within three months, Champagne wasn’t being asked for anymore. Guests were impressed, not disappointed. The English wines felt of the place, which elevated the overall guest experience. Plus, the cost per bottle was lower and the margin was stronger.

We’ve since helped dozens of restaurants and hotels do the same — sometimes removing Champagne entirely, sometimes offering one token label for guests who insist. Either way, the English wines hold their own.

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English Sparkling as a House Pour? It Works Brilliantly

Better margins, stronger storytelling, and sustainable sourcing

If you’re serving Champagne as your house sparkling for welcome drinks, by the glass, or at events, you’re leaving money on the table. Not just because Champagne is expensive, but because guests are ready for something different and often prefer it.

Take a boutique hotel we worked with in the Cotswolds. They switched to a house pour of Ridgeview Bloomsbury for their afternoon tea and events packages. Staff were given a quick training on the wine's origin and sustainability story. Within a week, the F&B team was telling guests, “We serve an award-winning English sparkling from just down the road.”

Not only did sales increase, but guests started asking where they could buy it. That’s brand-building you can’t get with a faceless bottle of Moët.

Best of all? The hotel saved over £4 per bottle, while charging the same price per glass. Multiply that by hundreds of covers per month, and it’s a serious boost to wine program profitability.

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Local Wine Stories Engage Both Guests and Staff

Sustainable wine choices build deeper connections

One of the things we hear most from FOH teams is how much easier it is to talk about wines that come with a local connection.

It’s not just “this is a Brut sparkling.” It becomes:

“This is made using the same method as Champagne, but grown just 50 miles from here, on the same kind of chalk soils. It’s fresher, leaner, and really reflects our climate.”

That’s the kind of narrative that guests remember. It aligns with seasonal menus, local produce, and your wider sustainability messaging. We’ve seen teams light up when they talk about vineyards they’ve actually visited, or producers they’ve met.

Champagne doesn’t offer that kind of emotional or educational value it’s often just a status symbol. English sparkling invites conversation and connection.

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It’s Not Just Bubbles — Still English Wines Are Gaining Ground

From Bacchus to Pinot Noir, local still wines are winning fans

We’ve had great success with Bacchus, Pinot Noir, Chardonnay, and even Pinot Gris from UK producers. Guests are curious, and when presented with a confident recommendation, they’re usually delighted.

One London hotel we worked with swapped their Sauvignon Blanc by the glass for a Bacchus from Wilsomm’s wine list https://www.wilsomm.com – dry, aromatic, and citrusy. After one training session and some clever wording on the wine list (“English Sauvignon-style: local and fresh”), their glass sales actually increased.

People want to try something new — especially when it feels intentional, sustainable, and aligned with British food culture.

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Let’s Talk Profitability

Better margins without compromising on guest experience

English wines aren’t “cheap” – and they shouldn’t be. But what they do offer is better value for money at the same perceived quality level. And that’s where the opportunity lies.

If you’re buying a non-vintage Champagne for £30–35 a bottle, you can often source an excellent English sparkling for £20–25. Serve both at £12 a glass, and you’re adding significant margin without compromising on quality or guest experience.

For events and weddings, English sparkling also avoids the “premium surcharge” that Champagne commands. You can pour something exciting, sustainable, and British – and actually improve your profit per head.

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Choosing English Wine Signals a New Kind of Luxury

Authenticity, provenance, and sustainability over brand names

Today’s luxury isn’t about logos and imports. It’s about authenticity, craftsmanship, and responsibility.

By choosing English wine – especially as your house pour you’re showing your guests that you care about quality and impact. You’re also supporting a growing community of passionate UK producers who are making truly world-class wine.

At Wilsomm https://wilsomm.com, we believe the future of British wine lists is local, sustainable, and smart. We’re helping venues make these changes in a way that’s confident, strategic, and profitable.

So if you're wondering whether your restaurant or hotel should drop Champagne from the list — or make English sparkling your house pour — we can tell you from experience: it works.

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Ready to Make the Switch?

Let’s build a wine list that reflects your values and drives results

Want to explore the right English wines for your venue, or train your team to sell them with pride? Get in touch with Wilsomm https://wilsomm.com – we’d love to help.

Let’s raise a glass to the future of British wine.

And this time, let’s make it local.

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1. The Quality Is There – And Then Some

Let’s start with the obvious: quality.

Thanks to a warming climate and chalky soils that mirror those of Champagne, English winemakers – particularly in the South East – are now producing sparkling wines that rival, and often surpass, their French counterparts. Names like Nyetimber, Ridgeview, Gusbourne, and Hambledon have garnered international awards, blind tasting wins, and praise from critics worldwide.

Many English sparkling wines use the same traditional method as Champagne, with a second fermentation in bottle, long lees aging, and classic grape varieties (Chardonnay, Pinot Noir, and Pinot Meunier). But they also bring something unique – a cooler-climate freshness, vibrant acidity, and bright citrus and orchard fruit notes that are increasingly preferred by sommeliers and wine professionals.

2. Local Provenance Is a Powerful Sales Tool

English wine is no longer a novelty – it's a point of pride. Venues that champion local producers create a deeper connection with guests, particularly international visitors seeking a taste of Britain.

Think of English wine as the liquid equivalent of farm-to-table dining. It’s a compelling way to tell a story, differentiate your venue, and support local agriculture and artisanal production.

Weddings and corporate events are especially ripe for this switch. Toasting with English sparkling at a British celebration is meaningful and memorable – and increasingly expected.

3. Sustainability Is a Selling Point

Importing Champagne comes with a significant carbon footprint. From production practices to packaging and transport, every bottle of French fizz travels hundreds of miles before arriving at your venue.

English wine offers a lower-emission alternative. Many English wineries are leading the way in sustainable viticulture – using regenerative farming, cover cropping, biodiversity corridors, and even lightweight bottles to reduce impact. Local sourcing also slashes transport emissions and supports the UK's rural economy.

4. Customer Palates Are Ready for the Change

The British public has grown up – not just in terms of appreciating wine, but in supporting British craft producers. Just as the UK now boasts a booming craft beer and spirits scene, English wine has emerged as a credible, sophisticated option that customers are increasingly familiar with.

In blind tastings, many consumers cannot tell the difference between Champagne and premium English sparkling – and often prefer the latter’s freshness and drinkability.

If you're worried about resistance, consider offering English sparkling by the glass, or hosting tasting events that showcase the comparison. A side-by-side tasting of Champagne and English sparkling is almost always a lightbulb moment.

5. Price and Margin Advantages

While premium English sparkling wine isn’t necessarily cheap, the margin potential can be higher. Without the import taxes, fluctuating exchange rates, and branding premiums of Champagne, you often have more control over your cost base.

You can also negotiate direct relationships with English producers, leading to better pricing, staff training support, and even co-branded collaborations or private labels.

As more restaurants commit to English wine, volumes are rising and pricing is stabilising – creating a scalable opportunity even for high-turnover venues and large events.

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Practical Tips for Making the Switch

1. Curate a balanced English list: Include one or two sparkling options (classic and rosé), plus a couple of still wines – perhaps a crisp Bacchus, a textured Chardonnay, or a juicy Pinot Noir.

2. Use staff training to tell the story: Equip your front-of-house team with talking points about the vineyards, sustainability practices, and flavour profiles. People buy stories as much as they buy wine.

3. Promote English options in your drinks packages: Weddings and events are a perfect moment to showcase homegrown sparkling. Many customers will appreciate a locally sourced upgrade.

4. Run a Champagne vs. English sparkling flight: Let guests explore the difference for themselves – it’s a great way to encourage discovery (and upsell).

5. Celebrate seasonality: English wines are perfect for seasonal pairings and local menus. A spring asparagus dish with a zippy English Bacchus? Perfection.

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#EnglishWine Is More Than a Trend – It’s a Movement

Swapping Champagne for English sparkling isn’t about compromise – it’s about modernising your list, telling a richer story, and aligning your business with the future of hospitality.

At Wilsomm, we help hotels, restaurants, and event venues curate sustainable, locally-driven wine programs that resonate with today’s values and tomorrow’s guests.

If you’re ready to refresh your wine list and embrace the best of British, get in touch. Let’s raise a glass to English wine.

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Want help sourcing the best English producers or training your team to sell them with confidence? [Contact Wilsomm](https://wilsomm.com) – your partner in sustainable wine success.

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