Talking British craft and international trade with Gusbourne

For International Trade Week, we have partnered with the Department for Business & Trade (DBT) to support our Made in the UK honour at our upcoming Walpole British Luxury Awards 2023. Find out more information here.

English winemaking is having a moment. In fact, it’s been having a moment for quite some time now. In the world of sparkling wine and viticulture, English vineyards – predominantly located in the geological and climatic sweet spot of the South East – are rivalling that of France’s famous Champagne region. There are even whispers amongst the vines of French and Californian producers investing in land on our shores, planning for the future in terms of climate change and industry trends.

In the world of luxury, Britishness resonates. Couple that with an enviable location, heritage and a range of exclusive wines and it’s enough to excite any export customer’s palate. At Gusbourne Estate that’s exactly what’s on offer. Its mission is simple, but is also incredibly bold and challenging: to make the finest wines in the world. With its positioning in the luxury sector, it’s a mission that is succeeding, with a plethora of awards and accolades in the company trophy cabinet. For Gusbourne's Marketing Director, Jonathan White (pictured above), there is something about responsible, home-grown manufacture that cuts through. “Britishness in terms of craftsmanship and striving against the odds is something that always feels particularly relevant to overseas markets,” he says.

Each year, the vineyard produces a different vintage that’s sold here in the UK and exported around the world. This vintage has its own unique taste and story, but as Jonathan asserts, “it will still have that linear Gusbourne character to it.” That’s a sentiment that’s applicable to building any brand around the world: create newness, intrigue and product desirability, but always retain a 'house style' that sets you apart.

When it comes to key regions globally, Japan was Gusbourne Estate’s first foray in terms of export back in 2015. “We now have distribution partners in 35 countries around the world, so it’s moved quite quickly for us,” says Jonathan. “Markets like Japan are respectful of tradition and handmaking. There’s a willingness to spend money on something that justifies that level of craft. The wine which is most suited to their audience is our Blanc de Blancs as it works perfectly with sashimi or the classic fish dishes that you get there.”

There has also been significant new growth in terms of brand awareness and sales in Norway. For Gusbourne Estate and for Jonathan it’s all about that Blanc de Blancs again, but perhaps for slightly different reasons to the more traditional markets like Japan. Firstly, for Norway, there’s that obvious pairing with national fish and shellfish delicacies. Secondly, and this is where Jonathan believes Gusbourne craft and the wider English winemaking scene have profited, is an open, first-to-market attitude in that region. “The nature of certain Nordic populations is that focus on new, emerging trends and are often first to market with things that are sustainable.”

Testament to the brand’s buoyant popularity in Norway, Jonathan tells us anecdotally of Gusbourne’s prestige Fifty One Degrees North sparkling wine launch, where the product sold out before it had even been shipped to market.

Exclusively producing delicious vintage-only wine really does set them apart; it’s a point of difference that positions them at the apex of the English winemaking industry and something well worth celebrating. As the Gusbourne Estate looks to the future, further exploration in Asia is front and centre – with an establishment of a specialist base in Hong Kong imminent. “It’s a really exciting tipping point for us, internationally,” says Jonathan.