Chapel Down is injecting extra funds into brand building in 2026 after the English wine producer forecast a new high for 12-month sales last year.
In an unaudited trading statement released today (29 January) and covering the 12 months to the end of December, the company said it would “slightly increase marketing investment” to “strengthen the brand, capture further market share and reinforce gross margin”. Chapel Down did not specify how much would be invested.
CEO James Pennefather said the marketing spend would aim to “capitalise” on a consumer trend for lighter styles of wine. “We’re seeing a generational shift into English sparkling wine as Millennials, who prefer a lighter, fresher, crisper style of wines, are increasingly adopting the category,” he said.
“Consumers are now choosing Chapel Down throughout the year and for a broader range of celebration occasions than other high-value sparkling wines, which gives us a significant opportunity for future sustained top-line growth.
“In order to further capitalise on this trend, the board has taken the decision to slightly increase marketing investment in 2026 to build brand value, underpin premiumisation and deliver long-term growth.”
Sales for 2025 are estimated to have hit GBP19.4m (US$26.8m), thanks to “strong Christmas trading”, Chapel Down said. The performance would mark a 19% year-on-year increase over 2024.
The Kent-based group grew the 12-month sales for its traditional-method sparkling (TMS) wine range by 28% to GBP13.6m, accounting for 74% of its total sales. Indeed, sales from its TMS portfolio topped 1m units for the first year in the company’s history.
‘Still & other wines’, which includes the carbonated Touch Of Sparkle line, were up a combined 6% year on year to GBP4.7m.
Pennefather, whose career took in a stint with Diageo, took over from CEO Andrew Carter in 2024. Last year, the group elected Michael Spencer to chair its board.
