The Greek Wine Federation (GWF) successfully concluded its Greek wine promotion events, which drew particularly large crowds of industry professionals, in the United Kingdom (April 28), Sweden (May 4), and Norway (May 6), as part of the outward-looking strategy and national marketing plan for Greek wine.
The events took place in London, Stockholm, and Oslo, in collaboration with renowned public relations and wine event planning agencies, and included walk-around tastings and masterclasses featuring 45 Greek wineries.
The interest shown by industry professionals exceeded all expectations in terms of both the number and quality of attendees, with a strong presence of importers, retail and wholesale buyers, Masters of Wine, sommeliers, independent retailers, journalists, and other influential professionals in the wine market. Already, several Greek wineries have initiated collaboration discussions with importers who participated in the events.
This momentum is now clearly reflected in export figures. The United Kingdom, which is the primary target market of the SEO’s strategy, recorded a 6.7% increase in the value of Greek wine exports and a 3.4% increase in volume in 2025, with exports reaching 7.6 million euros. Similarly, in Sweden, exports increased by 30.5% in value and 41.5% in volume, while in Norway there was a 67% increase in value and a 93% increase in volume, with the average price reaching €6.72 per liter — one of the highest internationally for Greek wine.
A highlight of the events was the major event in London, which took place on April 28 at St. John’s Cathedral in Waterloo, with the support of Enterprise Greece and the participation of 36 wineries. More than 300 wine professionals attended, confirming the strong interest in Greek wine from one of the most competitive and influential wine markets in the world.
In recent years, Greek wine has been steadily gaining ground in the mature markets of Northern Europe, perfectly aligning with contemporary international consumption trends that favor so-called “discovery wines”—wines characterized by authenticity, freshness, a distinct sense of origin, and gastronomic character.
Native Greek grape varieties and unique Greek terroirs constitute a significant competitive advantage for Greek wine, particularly in markets such as the United Kingdom and Scandinavia, where interest is growing in elegant wines with high acidity and balanced alcohol levels. Especially in the Nordic countries, where the culinary culture is strongly linked to seafood and crisp wines with structure and a clean character, Greek varieties appear to be ideally suited to market demands.
At the same time, an increasing number of Greek wineries are systematically investing in the development of reliable distribution networks and in partnerships with major importers, thereby establishing a substantial presence beyond the narrow confines of the ethnic market.
“The outward-looking approach of Greek winemakers, combined with the positive response we’ve received in all three markets, confirms that Greek wine is entering a new era of maturity and international recognition. Our indigenous varieties, the unique Greek terroirs, and the contemporary profile of Greek wines are perfectly aligned with current international consumption trends. “It is particularly significant that we are now seeing Greek wine establish a steady presence in leading distribution networks and attract the interest of key industry professionals in the world’s most demanding markets,” stated the President of the Greek Wine Federation, Stellios Boutaris.
Source: GREEK WINE FEDERATION
