The Knight Frank Viticulture team has launched a pioneering demographic mapping tool set to redefine how vineyards and wineries target their audiences and expand direct-to-consumer sales. Officially unveiled in December at an event hosted by WineGB at Knight Frank’s Baker Street office in London, this innovative tool offers a strategic edge to UK wine producers, revolutionising their marketing and operational approaches.
Designed to streamline decision-making, the tool draws upon a wealth of data sources, including Experian, TripAdvisor, Royal Mail postcode datasets, and traffic statistics. By analysing this data, it provides vineyards with precise, actionable insights to refine their marketing strategies and optimise customer engagement.
Knight Frank’s mapping tool also serves as a critical resource for site selection, merging traditional viticultural factors such as soil quality and slope with proximity to affluent population centres and high-value local businesses. This holistic approach reflects a growing trend in the industry, as producers increasingly combine winemaking with hospitality and tourism to create diversified, sustainable operations.
Ed Mansel-Lewis, Partner and Head of Viticulture at Knight Frank added, “Our demographic mapping tool marks a significant advancement for the UK wine industry, equipping producers with precise insights to expand their reach and build resilient, customer-focused businesses. By harnessing comprehensive data on demographics, tourism trends, and local infrastructure, we’re empowering vineyards to make targeted, strategic decisions that deliver measurable impact. We look forward to collaborating with producers nationwide – whether boutique operations or established estates – to unlock new opportunities and support their growth in an increasingly dynamic market.”