15/09/2025

Robin Copestick is Managing Director of Freixenet Copestick, Non-Executive Director at Packamama, and Founder of Copestick Murray. With decades of experience shaping some of the UK’s most successful wine brands, Robin has built a reputation for innovation, strategic vision, and a 360° approach to brand building.

When you think about building a wine brand, what matters most—packaging, pricing, or story?

Packaging, pricing, quality of wine, and the story are all important. But also, a brand can only be built with a 360° approach. Brands need support at all levels, and they need to engage with consumers and the trade.

How do you balance making a brand attractive for consumers while also keeping it appealing to retailers?

That is a very good question because the first battle is to convince the gatekeeper, and sometimes they have different ideas on what their consumers want. But the best policy is to be true to your beliefs and show the retailers that you really believe in what you are proposing and that the consumers will engage.

Image: Proseccos from Freixenet, I Heart Wines, and Mionetto

What role does consistency (style, sourcing, message) play in brand success?

A consistent quality is always important. A brand is all about trust, so consumers need to trust that the brand they are buying delivers the quality and taste that they are expecting.

What are today’s UK consumers really looking for in wine?

If you are talking about everyday wine, I would say a good, clean, and reliable quality that is easy to drink and enjoy.

Read more about Robin’s perspective in his London Wine Competition interview: How Freixenet Copestick is Future-Proofing Wine with Premium Sustainable Offerings

What do large retailers and supermarkets value most when choosing which brands to back?

Retailers want to be convinced that a new brand will deliver more sales and more excitement for their customers than the product that they will delist.

How can smaller producers or new entrants stand out in such a competitive environment?

Smaller formats and sustainable packaging are becoming more important and this growth will continue. There is always room for a good new entrant as can be seen by the fact that 8 of the top 10 UK wine brands did not really exist 30 years ago.

Image: (L-R) Personalised I heart Prosecco bottles and Italian Sparkling Rose & flowers gift set

Alternative formats (cans, bag-in-box, kegs) are getting attention. Do you see them as niche or mainstream opportunities?

These types of formats are more occasion-driven than real mainstream.

Is the UK ready for more disruptive wine branding, or will private labels dominate the next decade?

Yes, I believe there is always room for the right type of disruptive wine brand in the UK.

What consumer trends—sustainability, health, digital marketing—do you see shaping the next generation of wine brands?

All three of those are going to play a huge role, but they’ll influence in slightly different ways.

 

Sustainability has moved beyond being a buzzword — consumers, particularly younger ones, are actively making purchasing decisions based on packaging, carbon footprint, and whether a brand is genuinely committed to environmental responsibility. 

At Packamama, we’ve worked with Packamama’s flat recycled PET bottles, which are lighter, more efficient to ship, and significantly reduce carbon emissions compared to glass. This type of innovation is where sustainability and commercial sense align perfectly.

Health and moderation are also becoming defining forces. We’ve seen real momentum behind Nozeco, our alcohol-free sparkling brand, which taps into consumer demand for celebratory, sociable drinks that still fit into a more mindful lifestyle. Equally, we’ve seen interest in lighter, fresher styles of wine that feel approachable and easy to enjoy without being heavy.

Finally, digital marketing is changing how brands connect with their audience. Consumers want more than just a product; they want a story, a set of values, and an ongoing conversation. With brands like i heart Wines, we’ve used bold, simple design and digital-first campaigns to cut through online and on social platforms, helping the brand resonate with younger audiences and build real loyalty. Digital gives us the ability to tell those stories in a way that’s transparent, authentic, and engaging.

So the next generation of wine brands will need to bring these three strands together: credible sustainability, an understanding of modern health trends, and a digital-first approach to storytelling and engagement. Those that can weave all three into a consistent brand identity will be the ones that succeed.

If you were advising a producer attending IBWSS UK on how to create a brand for the UK market, what would be your first piece of advice?

Do your research, understand the whole market, invest in the market, and be brave.

What’s one mistake you see repeated in brand building that you’d warn others to avoid?

Not enough investment goes into new brands.

Image: Freixenet's brand portfolio includes sparkling wines – Sekt, Cava, Prosecco, Champagne, and Crémant – exquisite red and white wines.

You can also listen to Robin share more of his views on the principles of brand building on the Beverage Trade Network Podcast: Episode 16 with Robin Copestick.

Join Us at IBWSS UK 2025

The International Bulk Wine & Spirits Show UK returns to London on November 20–21, 2025, at St Mary’s Church, Marylebone.

The event brings together UK buyers, importers, distributors, supermarkets, hospitality groups, and private label brand owners to discover new opportunities in bulk wine, bulk spirits, and private label development.

If you are a UK buyer or a private label brand owner, this is your chance to meet producers, explore innovative formats, and gain insights from industry leaders like Robin Copestick.

Get your pass for IBWSS UK 2025 here.

Also Read:
From San Francisco to London — The Global Bulk Wine & Spirits Conversation Continues
Sara Muirhead MW to Host LWC Winners Masterclass at IBWSS UK 2025
The Top Wine Trends Set to Shape 2026: What Buyers Should Know at IBWSS UK