WineGB Scandinavian Roadshow: Taking English & Welsh wine to its most important export market

The 2026 Scandinavian Roadshow offers English and Welsh wine producers the chance to meet the buyers who can turn export ambition into listings, orders and long-term business

For the UK wine industry that has grown exponentially in recent years, export offers an important next step. Building recognition overseas can diversify a producer’s customer base, open new routes to market and help establish wines as premium products in their own right

However, export can often feel like a long game. Finding the right importer, understanding a new market, building relationships with buyers and ultimately securing listings all take time. But for English and Welsh wine producers looking to grow internationally, the Nordic markets offer an increasingly compelling opportunity.

This October, WineGB is taking a selection of producers to Sweden and Norway, with three trade tastings across Stockholm, Oslo and Trondheim – giving members the chance to put their wines directly in front of monopoly buyers, trade influencers, restaurants, educators and media.

And there is already evidence that this approach can deliver results.

When WineGB took 16 producers to Stockholm in 2024, 14 subsequently secured either new listings or new market business.

Why the Nordics?

Sweden and Norway are among the world’s most stable, high-value monopoly markets, characterised by strong consumer trust and premium pricing and the top European markets for English & Welsh wine.

Nordic consumers and buyers are increasingly interested in wines that offer quality, authenticity and sustainability – characteristics that sit naturally within the story of the UK’s wine industry.

Demand for English wine is continuing to grow, while early entrants are already demonstrating that there is potential to build long-term listings, repeat orders and strong margins.

However, it’s not simply about selling more bottles overseas. Building an export presence can also strengthen a producer’s brand at home, providing a powerful signal to domestic trade and consumers that a wine is valued internationally.

Stockholm: straight to the monopoly buyer

The roadshow begins in Stockholm on Monday 5th October, returning to the British Ambassador’s Residence – the same venue used for WineGB’s successful 2024 tasting.

One of the day’s key opportunities will be the producer lunch and masterclass with Oskar Markusson, category buyer for Systembolaget.

For producers seeking to understand what one of Europe’s most influential monopoly retailers is looking for, this is an opportunity to get wines directly in front of a key decision-maker and hear more about the market from the buyer side.

Oslo: bringing English wine closer to the decision-makers

The roadshow then moves to Oslo on Wednesday 7th October, with the tasting taking place at Vaaghals, a modern Nordic restaurant located in one of the city’s distinctive ‘barcode’ buildings, and less than two minutes’ walk from the Vinmonopolet head office.

The day begins with a masterclass before the trade tasting, providing an opportunity for producers to showcase their wines while also giving visitors a deeper understanding of the English and Welsh wine story.

Norway remains WineGB’s leading export market, making this an important stop for producers already active in the country as well as those looking to enter the market.

Trondheim: taking the story beyond the capital

For 2026, WineGB is also taking the Norway leg of the roadshow beyond Oslo for the first time, with a category showcase in Trondheim on Thursday 8 October.

Trondheim has a strong restaurant and tourism scene, offering producers another route into Norway’s hospitality market and the opportunity to introduce English wine to a new audience of buyers and influencers.

The tasting will be held at Tollbua, a modern Nordic bistro, with a producer lunch followed by the afternoon tasting.

More than a tasting

WineGB is partnering with a specialist Sweden and Norway drinks communications agency, with established connections across importers, restaurants, educators, monopoly buyers and media to support targeted guest-list development, storytelling and outreach to high-value trade audiences, influencers, educators and future decision-makers.

For individual producers, that means benefiting from a much broader market engagement programme than a traditional walk-around tasting might provide.

The WineGB Scandinavian Roadshow takes place from 5^th to 8^th October 2026. Not a WineGB member but interested in this growth opportunity? Contact us about joining and the other benefits of WineGB membership.