Greg Wilkins: ‘Looking Back, Forging Ahead’

By Harpers Editorial team

Published: 31 August, 2026

Brand Phoenix MD Greg Wilkins continues our Summer Q&A series, reflecting on what is going well despite tough conditions, and what it is that lends this industry such resilience.

How has business been for you in the first half of 2026 and how do things compare to where you were last year?

Business has been pretty good with help from the Football World Cup and the long hot summer encouraging people to get together. Barbecues are being lit and plenty of rosé wine is being enjoyed, which we like.

What are you most proud of achieving this year in terms of driving the business forward?

We are most proud of Firstcape, our South African brand, celebrating 25 years in the market and currently still growing. Full respect to the farmers that have been a part of it since day one.

We are also very proud of launching the first ‘clear’ wine cans into the market with our partner Barcelona Brands who are showing some real innovation and fun in the sector.

Finally, we have managed to employ some more people this year and plan to employ more for 2027 which, despite the higher costs of employing people in the UK, is crucial to keep the wine business renewing with younger people.

What have been the biggest challenges so far this year and how have you sought to circumvent those?

I think the biggest challenge is being able to keep the business moving forward despite epic levels of direct and indirect taxation from a government who don’t seem to value the jobs, international trade and hospitality, amongst other things, that our industry provides.

After 25 years we are still able to keep people employed and good wines on the shelf and I have to salute our industry and the people in it for its resilience so far to all of these factors.

We haven’t been able to circumvent these issues of course but by keeping costs lean and the range focused you can mitigate some of the effects.

Looking ahead to the second half of the year, what do you have in the pipeline?

More growth for Spain (rosé, sparkling, clear cans) and South Africa, and new launches of English trad method sparkling at a sustainable and competitive vineyard to shelf price.

We also have new launches of New Zealand Merlot and Chardonnay as we grow our footprint for non-Sauvignon Blanc New Zealand wines.

What significant or emerging trends are you seeing in the drinks’ world that are likely to have an impact on the future nature of trade?

We see trends towards naturally grown lighter alcohol wines (as opposed to created zero products) and we think this may bring into greater production Northern European countries that either have not been known for significant wine production before or have been out of fashion due to the varieties that they have historically been able to grow.

From government, consumers, or the trade itself, what change(s) would you most like to see to help your business and others to thrive?

We would like to see a government with a more grown-up vision so that instead of being intent on punishing the wine industry by ever increasing taxation (resulting in poorer, less natural products on shelf), understands what our industry brings to the economy and to enriching people’s day to day lives. Along with other industries we would also like some respite from the ever-increasing administration that seems to be required to buy and sell anything in the UK these days.

What fills you with joy and optimism about the drinks world?

That we are still here as an industry and still putting great wines on shelves at competitive prices. To have achieved this is a great credit to all the people in our industry and therefore that alone fills me with optimism about the drinks world.

Any other predictions for the second half of the year?

Two more Prime Ministers maybe! No really, I hope that we can carry a good summer trade into a great Christmas period and that consumers can still find it in their budget to keep buying wines.

Quick fire questions…

Burgundy or Bordeaux?

Burgundy, mainly white

Germany or Greece?

Germany (but I do like Greece)

Pet nat or prosecco?

Neither

A bottle or by the glass?

A bottle I am afraid

Whisky, rum, gin or tequila/mezcal (for sipping)?

All but Tequila

Go to cocktail?