With over 67 million inhabitants and one of the most mature and dynamic wine markets globally, the United Kingdom represents a key platform for the international expansion of Italian food and wine products. In 2024, the UK wine sector confirmed its strategic relevance, with imports exceeding $3.8 billion, driven by steady demand in premium consumption channels and strong interest in Italian appellations.

The high-end food sector is also continuing to grow, fueled by a sophisticated clientele that closely follows taste trends: Michelin-starred chefs, trendy restaurants, and culinary boutiques are dedicating increasing space to Italian specialties from cured meats to cheeses, from extra virgin olive oil to artisanal pasta. The integration of food and wine creates a complete experiential offering, enhancing both sectors and strengthening the identity of the Made in Italy brand.

Per capita wine consumption remains among the highest in Western Europe, with London and other major urban areas leading the way. Here, hospitality professionals and international buyers seek products that combine tradition and innovation, with a focus on sustainability, regional authenticity, and gastronomic storytelling. The on-trade channel, including restaurants, wine shops, wine bars, and mid- to high-end hotels, offers significant opportunities for brands capable of conveying territorial excellence through curated tasting and food-pairing experiences.