Vinarchy launches Vintelligence growth plan

By Oliver Catchpole

Published: 28 September, 2026

Vinarchy – the business formed out of the merger of Accolade Wines and Pernod Ricard Winemakers – has launched Vintelligence, an initiative designed to make aisles and menus easier to navigate for consumers.

The plan aims to shift wine’s presentation in both the on- and off-trades to cues that customers can more easily understand, away from region, grape and vintage towards occasion, taste and price.

According to Vinarchy analysis, this approach could grow the UK wine category by 11% (or £1.4 billion) by 2029.

Read more: Languedoc harvest – Wet winter allows for vineyard resilience following summer heat

Vintelligence will focus on four ‘occasion drivers’, providing retailers and venues with customers plans stretching across pricing, range, merchandising, promotion and innovation.

These categories include My Go-To Wine (making familiar favourites easier to find); Good With Food (helping consumers to more confidently pair wines); Marking The Occasion (using clear taste and quality cues to help people choose wines for celebrations); and Fun Together (aiming to introduce more refreshing or convenient wine choices into social occasions where wine currently loses out to beer, cocktails and RTDs).

Vinarchy explained that “clear occasion, taste and price cues can turn hesitation into purchase” with its own research finding that 36% of wine consumers enter the store without intending to buy wine.

Commenting on the new initiative, Tom Smith, marketing director, west at Vinarchy, added: “Wine has spent too long asking people to understand the category on its terms. Most consumers aren’t walking into a shop thinking about region, grape or vintage – they’re thinking about what they’re doing, who they’ll be with, what they like and what they want to spend.

“Vintelligence starts with the glass, not the vineyard. It turns consumer insight into a category plan we can build with retailers and venues – making wine easier to shop, easier to choose and more relevant to the occasions people value. The ambition is not simply to grow our own brands, but to help bring more people into wine and grow the whole category.”

The initiative will launch with UK retailers and venues in September this year, followed by a wider rollout across convenience, wholesale and the on-trade from January 2027.

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