Building demand at home and abroadA major challenge for the sector is increasing domestic consumption of English and Welsh wine while continuing to develop export markets. Bates said producers must persuade more UK wine drinkers to choose local products and continue demonstrating the quality of British wines internationally. She argued that perceptions of English and Welsh wine have not kept pace with improvements in quality. The first priority is changing labelling rules so that only wine produced from British-grown grapes can be marketed as British wine. “We want to protect our grapes, so only British grapes can be called British wine,” she said.