In a move set to revolutionise the UK wine industry, Knight Frank’s Viticulture team has introduced a cutting-edge demographic mapping tool designed to enhance how vineyards and wineries target their audiences and boost direct-to-consumer sales. The tool, officially unveiled in December at a WineGB event hosted at Knight Frank’s Baker Street office in London, promises to provide UK wine producers with a strategic advantage in refining their marketing and operational strategies.
The innovative tool leverages a wide range of data sources, including Experian, TripAdvisor, Royal Mail postcode datasets, and traffic statistics. By analysing this comprehensive data, it delivers precise, actionable insights to help vineyards optimise customer engagement and tailor their marketing efforts more effectively. This data-driven approach is expected to streamline decision-making and enhance the efficiency of vineyard operations.
Beyond marketing, Knight Frank’s mapping tool also plays a crucial role in site selection for new vineyards. It integrates traditional viticultural factors such as soil quality and slope with modern considerations like proximity to affluent population centres and high-value local businesses. This dual focus reflects a broader industry trend, as wine producers increasingly combine winemaking with hospitality and tourism to create diversified, sustainable business models.
Ed Mansel-Lewis, Partner and Head of Viticulture at Knight Frank, commented on the tool’s potential: “Our demographic mapping tool represents a significant step forward for the UK wine industry. It equips producers with the precise insights needed to expand their reach and build resilient, customer-focused businesses. By harnessing data on demographics, tourism trends, and local infrastructure, we’re enabling vineyards to make targeted, strategic decisions that deliver measurable impact.”
Mansel-Lewis added that Knight Frank looks forward to collaborating with producers across the country—ranging from boutique operations to established estates—to unlock new opportunities and support their growth in an increasingly competitive and dynamic market.
The launch of this tool underscores Knight Frank’s commitment to innovation in the viticulture sector, offering UK wine producers a powerful resource to navigate the challenges of a rapidly evolving industry. As the demand for direct-to-consumer sales and experiential tourism continues to grow, this tool is poised to become an indispensable asset for vineyards aiming to thrive in the modern marketplace.
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