8 Tips for Margaret River producers from UK buyers

Following three years of the IWSC Global Judging in Margaret River, we brought together our judging panels, including some of the UK's leading wine buyers, sommeliers and Masters of Wine, to discuss one question: What does Margaret River need to do to succeed in the UK market?

The verdict was clear. The quality is already there. The opportunity is growing. Now it's about telling the story, putting wines in front of the right people and leaning into what makes Margaret River unique.

Here's what we learned.

1. Lead with Chardonnay and Cabernet Sauvignon

The panels agreed unanimously: these are Margaret River's global calling cards.

While judges praised exciting examples of Chenin Blanc, Fiano and other Mediterranean varieties, they consistently advised producers to build their export strategy around Chardonnay and Cabernet Sauvignon.

These are the wines that UK buyers already recognise, understand and actively seek out.

As The Wine Society Buyer Freddy Bulmer put it: "Don't lose focus. If you're exporting, lead with what Margaret River does at a world-class level."

The message wasn't to stop experimenting, but to make sure the region's strongest assets remain front and centre.

Margaret River is a premium region.

Its wines belong on restaurant wine lists, with independent merchants and in specialist fine wine retailers, rather than competing on supermarket shelves.

The IWSC Wine Judging Committee member and Purchasing Director at Berkmann Wine Cellars, Alex Hunt MW, believes this is one of the region's greatest strengths.

Restaurant sommeliers can become the region’s ambassadors, engaging with consumers and inspiring them to explore Margaret River wines.

3. Stop selling Australia. Start selling Margaret River.

One of the strongest messages from every panel discussion was that Margaret River shouldn't try to compete as "Australian wine."

Instead, producers should position themselves alongside the world's great fine wine regions.

"Differentiate Margaret River from the rest of Australian wine and measure yourselves against the great wines of the world," said Beth Pearce MW, Head Buyer at Flint Wines.

The region's cool climate, ageing potential and refined style already place it in that conversation.

4. Tell your story

Across the discussions, judges repeatedly said Margaret River’s compelling narratives should be communicated clearly: from the unique Gingin clone to the region's collaborative culture, history and maritime climate.

The IWSC Wine Judging Committee member, Sarah Abbott MW summed it up simply: "The major thing Margaret River needs to do is build a narrative that resonates with the world."

The wine is already there. The storytelling needs to match it.

5. Restraint is winning

The UK market has moved away from heavily extracted, heavily oaked wines.

Today's buyers are looking for freshness, elegance and authenticity.

Alex Hunt MW noted that Margaret River is perfectly positioned for this shift.

"The blockbuster style has receded. People are looking for freshness, finesse and wines that express a sense of place."

Clara Rubin, Wine Buyer at Ocado, agreed.

Fortunately, that's exactly where Margaret River excels.

6. Value is one of your greatest strengths

Several judges highlighted that Margaret River delivers wines capable of standing alongside Burgundy and Bordeaux, but at significantly more accessible prices.

Wine Buyer at The Wine Society Freddy Bulmer described this as one of the region's biggest competitive advantages.

Exceptional quality. Fine wine credentials. Outstanding value.

For UK buyers, that's an easy conversation to have.

7. Build relationships, not just listings

UK buyers receive countless approaches every week. Generic sales emails rarely succeed.

Instead, research the market. Understand each retailer. Identify where your wines genuinely fit.

Freddy Bulmer advised: "Take the time to understand the buyer's range and show exactly where your wines fill a gap."

The producers who build relationships, not simply chase listings, are the ones most likely to succeed.

8. Bring your wines to the people who buy them

One recurring theme throughout the discussions was visibility.

Buyers can't champion wines they haven't tasted.

Competitions, trade tastings and in-market events remain some of the most effective ways to put wines in front of the UK's decision-makers.

Wine Director at Cornus, Melania Battiston highlighted the role competitions play.

It's one of the reasons the IWSC Global Judging has become such an important platform for Margaret River producers looking to expand internationally.

So, what's the next step?

Enter the IWSC 2026 Wine Judging in Margaret River.

The UK market is ready for Margaret River wines. The quality is recognised, the demand for premium Chardonnay and Cabernet Sauvignon continues to grow, and buyers are actively looking for producers who can offer authenticity, value and a compelling regional story.

The IWSC offers more than medals. It puts your wines in front of the people who shape buying decisions, including leading UK importers, retailers, sommeliers and wine buyers. Previous IWSC Judging events in Margaret River have led to new listings, stronger trade relationships and greater visibility in one of the world's most influential wine markets.

Entry deadline: 17 July 2026
Delivery window: 12 – 19 August 2026
Judging: 24 – 28 August 2026
Results announced: 1 September 2026

ENTER NOW

Whether you're looking to strengthen your export strategy, build relationships with the UK trade or showcase your wines on the global stage, the IWSC 2026 Wine Judging in Margaret River is your opportunity to do it.