Global Aspirations: English Sparkling Wine Producer Sets Sight on Global Brand Recognition for Nyetimber
Hitting the High Notes: Eric Heerema and Nyetimber, the English Sparkling Wine Elite
English sparkling wine is carving its own path in the competitive beverage world. With a staggering 30% growth since 2020, this category is expanding and exporting to over 30 countries worldwide. The South of England, with its chalk soil composition similar to Champagne's, cool climate, and extended growing season, is proving to be an ideal location for this production.
The UK's largest producer, Chapel Down, manages around 1,000 vineyard acres, roughly 10% of the UK's total. Despite the rapid growth in recent years, the market remains smaller compared to the global Champagne market. Chapel Down aims to capture one percent of that market by 2035, showing the potential for this niche industry.
Nyetimber, a close competitor, traces its roots back to the Domesday Book in 1086. Founded on the 40-hectare Nyetimber Estate, the company began planting vines in 1988 and was later acquired by Eric Heerema in 2006. The journey wasn't always smooth, but Heerema persisted, weathering both figurative and literal storms.
Building the foundation
The early days of English wine production were met with skepticism. "When I took over in 2006," Heerema admits, "there was still a lot of doubt about the weather." Yet, Heerema argues that the mild, cool climate in the UK permits a slow ripening process which creates greater complexity and finesse in the wine.
The slow ripening process leaves a bit of acidity and prolongs the development of the wine, making it a unique and special quality when compared to warmer wine-producing regions. Over the past two decades, Nyetimber has faced challenges such as frost damage, but the company has managed to adapt and thrive by diversifying its offerings.
Nyetimber's luxury pursuit
Entering the market alongside competitors like Prosecco and Champagne, Nyetimber has positioned itself as a luxury brand within the English sparkling wine niche. There's a particular allure to Nyetimber, making it stand out from other producers.
"Nyetimber has a unique place in the English sparkling wine market," Heerema says. "It's a luxury brand, setting itself apart from other producers."
To solidify this luxury image, Nyetimber has invested in branding, product development, and diversification. Offerings range from the entry-level Classic Cuvée aged for three years, to the prestige 1086 by Nyetimber, aged around eight to ten years. Nyetimber has also forged strategic partnerships with events such as the Henley Regatta and British Cycling that reinforce its British luxury identity.
Moving beyond the borders
The export market for English sparkling wine is still relatively untapped, but Nyetimber's success in Norway has proven that the drink can appeal to international consumers. "The Norwegians seem to really enjoy English sparkling wine," Heerema notes. "It's a unique thing – the Norwegian market really loves us."
For Nyetimber, the goal is to replicate this success in other markets while growing its presence at home. "Everyone is aware of Champagne, everyone knows Scotch," Heerema says, "but English sparkling wine and English whisky are still new categories. People need to hear our message, taste our product, and trust us."
In 2024, Nyetimber expanded its portfolio with the acquisition of The Lakes Distillery, a whisky and gin producer in the Lake District. This move represents a step towards diversification and a chance to apply Nyetimber's brand-building strategies to another lucrative market.
Nyetimber is on a mission to become a leader in the English sparkling wine segment while gaining global recognition as a serious competitor to Champagne and other sparkling wine categories. With its focus on luxury, quality, and innovation, the company is poised to continue carving out its niche in the competitive world of wines.
- Eric Heerema, the owner of Nyetimber, aims to position the brand as a luxury entity within the niche English sparkling wine market, diversifying their offerings and investing in branding to set themselves apart from competitors.
- Recognizing the untapped potential in international markets, Nyetimber has seen success in Norway, with the Norwegians appreciating English sparkling wine as a unique and desirable product – a sign of possible growth in other countries.
- In addition to its strategic expansion in the global sparkling wine market, Nyetimber further diversified its business by acquiring The Lakes Distillery – a whisky and gin producer – in 2024, hoping to replicate its brand-building strategies across another thriving industry, food-and-drink business.
