With more than a quarter of Brits (28%) actively looking to try new wines in 2026, it seems the nation’s go-to summer white may already be starting to shift. Just in time for National Wine Day on 25 May, D.O. Rueda is spotlighting its native grape, Verdejo, the crisp Spanish white quietly building momentum in the UK as consumers seek out fresher, more exciting alternatives to familiar favourites.
Produced in the Rueda region of north-west Spain, Verdejo is gaining attention for its vibrant citrus profile, subtle herbal character and refreshingly rounded finish. Easy to pair with food and approachable in style, it is becoming a natural choice rather than Sauvignon, for everything from relaxed summer gatherings and picnics to alfresco dining and seafood dishes.
And the category is already seeing measurable growth. Exports of D.O. Rueda wines to the UK now exceed 1.31 million bottles, marking year-on-year growth of +6.65% versus 2024, despite wider global wine consumption continuing to decline.
The findings come from consumer research commissioned by D.O. Rueda, which highlights a growing appetite among UK drinkers to explore beyond their usual wine choices, such as Sauvignon. While 53% of consumers say they mostly stick to familiar wines, they are increasingly open to trying something different, with 22% specifically saying they would like to explore new grape varieties such as Verdejo in 2026.
That curiosity is being driven particularly strongly by younger drinkers. Gen Z and Millennials are more likely to seek out new wine experiences, flavours and regions, signalling a broader shift towards discovery-led drinking habits and more adventurous choices.
Alongside its approachable flavour profile, Verdejo is also well positioned from a pricing perspective, with many supermarket and specialist retail bottles available between £10 and £15, offering consumers an accessible entry point into premium wine discovery.
Consumers can also look out for the official D.O. Rueda label on bottles, which acts as a guarantee of authenticity and quality, certifying that the wine has been produced within the region under the denomination’s strict winemaking standards.
With both National Wine Day (25 May) and World Verdejo Day (5 June) approaching, D.O. Rueda believes Verdejo is perfectly placed to become one of summer 2026’s defining white wine trends.
Research commissioned by D.O. Rueda and conducted by Atomik Research among 2,005 UK adults who are current or past wine drinkers.
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