London Wine Fair 2025 – Greek Wine on a Global Track

The 43rd London Wine Fair concluded with great success, confirming once again its status as the premier wine trade exhibition for the UK market.

The London Wine Fair is a unique annual event that celebrates, inspires, educates, and promotes wine to distributors, wholesalers, supermarket buyers, off-licences, retailers, HoReCa professionals, and collectors.

Over 10,000 industry professionals attended the three-day event, discovering new trends and products, participating in tastings, and attending lectures, masterclasses, and presentations addressing current challenges in the wine industry.

A total of 442 exhibitors had the opportunity to engage with some of the UK’s largest importers and distributors, as well as leading journalists and wine experts.

Additionally, during the exhibition, the Wine Buyers Awards were presented—a prestigious initiative launched in 2020 to recognise top wine buyers in the UK.

Recognised internationally as the UK’s largest and most influential wine trade show, the London Wine Fair attracted exhibitors from around the world including the UK, France, Italy, Greece, Austria, Romania, Armenia, Moldova, New Zealand, Argentina, Chile, Spain, Japan, Georgia, USA, Netherlands, Ukraine, Slovakia, Lebanon, and more.

Greek Participation

Greece’s participation in the 2025 edition was particularly strong, featuring 35 wineries. The Greek National Pavilion was once again positioned at a prime central location within the exhibition.

Of the 35 wineries present, 31 were supported by the Regions of Eastern Macedonia & Thrace, Central Macedonia, Crete, Central Greece, and Thessaly/Chamber of Larissa. Four companies participated independently, while the Greek presence was further complemented by Plomari Distillery, which had its own stand outside the National Pavilion.

Enterprise Greece also supported the participation of Greek businesses.

The Greek exhibitors, in alphabetical order, were:

Among the more than 1,000 visitors to the Greek Pavilion were buyers from Waitrose, Sainsbury’s, Aldi, Hatch Mansfield, Mentzendorff, Friarwood, and others.

The Greek participation was visited by Ms. Paraskevi Kampouroglou, Head of Economic & Commercial Affairs B’ at the Embassy of Greece in London.

Greek Wine Bars

Within the Greek National Pavilion, two dedicated wine bars were set up, offering over 1,000 visitors the opportunity to taste a curated selection of three representative wines from each participating winery.

All wines featured at the bars were included in a printed guide produced by RECO Exports, providing information about each label and the respective winery.

The bars were managed by two distinguished wine professionals based in the UK:

• Martyna Pawliczek, formerly Head Sommelier at La Dame de Pic London and now with Clark Foyster Wines Ltd, is a leading figure in fine dining and wine. She has extensive international experience in top restaurants worldwide.
• Zigmars Grinbergs, holder of a WSET Diploma and Advanced Sommelier qualification, is currently pursuing his Master Sommelier title. With over 25 years in hospitality, he now serves as a wine buyer for Central Europe.

The Greek Masterclass

The exhibition concluded with a special masterclass featuring eight Greek wine labels, selected and presented by MW Demetri Walters. The session, titled “Greece – Wines of Personality and Diversity,” took place on Wednesday, May 21st, from 14:30 to 15:30 at the “Walk-up Tasting” area.

The masterclass was attended by 50 guests including buyers, sommeliers, distributors, and wine lovers, and was hosted by Demetri Walters, a seasoned Master of Wine with nearly 20 years of experience in retail and wholesale, notably with Berry Bros & Rudd.

The wines presented were:

1. Agelakis Winery – Takimi Vidiano, 2017
2. Amargiotakis Winery – Krotos Liatiko, 2021
3. Anastasia Fragou Winery – Retsina Old Vines, 2023
4. Efrosini Winery – Kleftis Assyrtiko-Malvasia di Candia Aromatica, 2024
5. Kokkinos Winery – Kokkinos Naoussa PDO Xinomavro, 2019
6. Orfanos Estate – Mavrodaphne – The Wine Labourers, 2023
7. Panagiotopoulos Wines – Panagiotopoulos Assyrtiko, 2023
8. Sgouridi Wines – Mandrinos, 2022

Conclusion

The London Wine Fair remains a vital meeting point for the wine industry. Through this platform, Greek producers had the chance to explore the latest innovations and market trends in a diverse and ever-evolving sector.

The UK is the world’s second-largest wine market and a strategic gateway to many global regions. In 2024 alone, UK wine imports reached a value of £4 billion. The UK market influences trends and consumption across the USA, Canada, Australia, New Zealand, Hong Kong & China, Belgium, Luxembourg, the Netherlands, and the UAE.

Greece’s Position in the UK

While Greek wines are recognised for their distinctiveness and quality, their market share in the UK remains relatively modest. However, with increasing recognition due to native grape varieties and traditional winemaking, Greek wines are gaining traction.

Their growing popularity is supported by promotion initiatives, consistent participation in events like the London Wine Fair, and institutional backing. While Greece may not yet rank among the top suppliers, its momentum in the UK market continues to build, offering strong prospects for the future.

Moreover, Greece’s exceptional microclimates and increasingly innovative production units create favourable conditions for expansion into competitive markets. With strategic planning and sustained presence, Greek wines can secure a stronger position in the UK and beyond.