The Q2 2025 benchmarking report for UK wine delivery brands has just been published. Learn how the top 12 UK wine delivery brands perform across the digital space.

The latest Q2 2025 benchmarking report for UK wine delivery brands has just been published. It covers the largest 12 UK wine delivery brands, including Laithwaites Wine, Adnams, Slurp, Yapp Brothers, The Wine Society, Tanners Wines, Berry Bros. & Rudd, House of Townend, Lea & Sandeman Wine Merchants, SWIG, Naked Wines, and Majestic Wine.

The research gives an inside track on who is winning the biggest share of voice online and quantifies the gaps, risks, and missed opportunities for other wine delivery brands to win brand exposure, drive online views, and increase recognition and purchases. The report highlights quick wins that will improve enquiries from your online strategy and identifies the barriers that may be reducing your site’s ability to optimise digital performance.

To see a preview and contents page of the Q2 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call.

Q2 2025 WINNERS LEADERBOARD

For a glance into just 6 of the metrics we evaluated these top 12 wine delivery brands on, check out our quick-look table below;

Continue reading for further detail on this quarter's best and poorest-performing UK diamond dealers or request a copy of the report for the full review.

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What The Industry Research Report Covers

The 70+ pages of research benchmarks each site based on 50+ metrics and indicators of successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.  

Driving Optimal ROAS from Paid Media Channels

Some of the leading players in the space are high spenders on paid media channels such as Google, Bing & Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will underperform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from 30k+ per month but dedicate minimal resources and budgets to conversion testing.  Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long-term viability, competitive advantage, and sustainability.

Pay-Per-Click Marketing

Pay-Per-Click marketing is constantly evolving, with more and more advertisers being forced to hand over a lot of control to Google's algorithms as the push for automation grows ever stronger. There are still key elements of control that we have though, the main one of these being budget which is ultimately something the algorithms can't take from you. That's why being smart with your budget and ad coverage is essential to achieving strong results and bettering what your competitors have to offer.

For Q2 2025, the average monthly budget wastage across these UK wine delivery brands was £1,390, with some of the top players in the market spending a considerable amount on areas and audiences unlikely to deliver a return. We can see this in more detail when looking at the average monthly cost per cost-per-click (CPC) amongst advertisers, with the average of this metric being £10 . This highlights how competitive the market is and how important it is to control your budgets effectively.

There are varying monthly ad budgets across the competitors in the report. While this gap highlights the competitive advantage that larger budgets can provide, it's not just about spending more; it’s about spending smarter. By focusing on driving efficiency in campaign management, targeting, and budget allocation, businesses with smaller budgets can still effectively compete with larger players. Investing in data-driven strategies and refining ad performance can help close the gap and maximise the return on every pound spent, enabling growth even in a competitive landscape. Relative to their spend, Berry Bros. & Rudd reported the lowest monthly cost-per-click (CPC) at £2, and Yapp Brothers has the highest at £41.

The report highlights the importance of budget efficiency by comparing monthly ad spend with estimated CPC in relation to your competitors, see who has the highest and lowest CPC. To maximise the effectiveness of your budget, it’s essential to focus on driving CPC down while maintaining or improving campaign performance. In this report, Lea & Sandeman Wine Merchants has the lowest estimate monthly ad spend at £30, and Laithwaites Wine has the highest at £87,500.

By optimising targeting, refining ad copy, and leveraging data to identify high-converting opportunities, you can ensure every click delivers maximum value. This approach not only stretches your budget further but also boosts your return on ad spend (ROAS), enabling you to achieve stronger results without simply increasing expenditure.

Technical Website Compliance

Savvy  digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance. UK wine delivery suppliers need to ensure that their website’s theme is suitable for both desktop and mobile, they include optimised images to help with site speed, and they include valuable details about the flavours of their products, along with any details that will help to increase interest in their products.

In our previous audit, SWIG reported 214 4xx errors. This quarter, SWIG reported 229 4xx errors, showing an increase. However, the brand to watch is Laithwaites Wine, which flagged 386 4xx errors. These errors can lead to user frustration and damage a website’s credibility by making the online navigation messy.

Site Speed & Conversion Rate Performance

When  62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load makes a significant improvement on your overall conversion rates. When a website takes more than 3 seconds to load, consumers are more likely to grow impatient and leave their website — potentially resorting to a competitor website. Suppliers should focus on adopting a mobile-friendly theme to improve download speeds for users on a mobile and aim to reduce their page weight to minimise site speed times.

The mobile site speed for this quarter ranged between 49 and 8, with Berry Bros. & Rudd reporting the slowest mobile site speed. This wine delivery brand should consider reducing their page weight, which will help make improvements to their mobile site speed.

Building Competitive Advantage with Domain Authority

Domain  authority is an essential metric for measuring the effectiveness of SEO performance, and helps create a reliable overall gauge of how effective your site is at achieving organic traffic, i.e. ‘free’ traffic that is not gained through sponsored ads. UK wine delivery suppliers should focus on creating shareable content that other websites will want to direct their audience to, ensuring they’re connecting with websites that have a similar target audience to expand their reach.

A ‘good’ DA really comes down to how your competitors are performing, however it is generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. The DA score for this quarter ranged between 71 and 33, with SWIG flagging the lowest score. This wine delivery brand should focus on publishing in-depth, well-research articles and consider refreshing past content with updated information to stay relevant.

Organic Performance – Mobile & Desktop

A  strong organic performance is strategically important as it ensures your site ranks above competitors for key, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. UK wine delivery suppliers have an opportunity to gain organic traffic by using an effective keyword strategy and assessing this regularly. Suppliers should also take into account the data of mobile vs desktop so they can make improvements to their website theme based on the consumers’ device.

Only Naked Wines saw a decrease in organic traffic on desktop (-63%). Meanwhile, 9 brand saw a decrease on mobile, with SWIG reporting the biggest loss (-63%). All brands can increase their organic traffic by following a carefully curated keyword strategy and ensuring their website is easy to navigate across all devices.

Universal Search Opportunity

Google  Universal Search Results is an evolving opportunity to make your pages visible on a SERP (Search Engine Results Page). Universal results often appear before traditional listings and are eye-catching for users. Universal Search results refer to rankings on a SERP, and a site can appear for Universal Search results without being strong in standard rankings. UK wine delivery suppliers will want to ensure they have a strong performance for 'reviews' and ‘images’ by encouraging past customers to leave a comment online about their brand and optimising images.

Majestic Wine continues to secure the most Universal Search appearances (8,198) — a reduction from 35,279 in our previous audit. Universal Search appearances are important for brands, as they can lead to higher click-through rates, less competition with other brands and more.

The Longtail Keyword Opportunity

Longtail  keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific. Optimising for longtail keywords also puts your content strategy in a strong position to rank for brand-new search terms as they enter Google’s index. UK wine delivery suppliers can optimise towards high purchase-intent phrases, such as ‘wine subscription service', ‘wine gift set’, or even specific brands.

Majestic Wine continues to secure the most longtail keyword appearances for position 3 (3,888) — an increase from 3,749 in our previous audit. Majestic Wine also secured the most appearances for positions 4–10 (4,065) — an increase from 3,832 in our previous audit.

Facebook Adverts

With the number of Facebook users in the United Kingdom (UK) hitting over 44 million users in 2023, it is not surprising that companies have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019.

We’ve included screenshots of Laithwaites Wine’s sponsored Facebook posts. This UK wine delivery brand should reduce the amount of text per post to avoid discouraging social media users from reading their content.

Top Social Shares & Content

When it comes to social media and on-site content strategies, it is important to release content that has a longer shelf life. An article is considered 'Evergreen' if it has maintained its relevancy to an audience for longer. It's great for your brand engagement, but great for Google too, who will recognise content which achieves traffic over a long period of time. UK wine delivery suppliers can create shareable social content that isn’t just focused on the brand to build a relationship with its online community.

Naked Wines has the most Facebook Likes (273,700), while Berry Bros. & Rudd has the most Instagram followers (72,500). However, Yapp Brothers received the highest total engagement rate (211,892) — a metric all brands should monitor to see if their audience is interacting with their posts.

Website Readability & Accessibility

20% of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. When websites are not designed to meet these needs, retailers lose customer interest as they turn elsewhere. Brands should focus on reducing accessibility alerts, errors, and contrast errors to improve readability for those using a screen reader.

In our previous audit, Tanners Wines reported 606 accessibility alerts. This quarter, Tanners Wines has reduced their alerts to 557 and all progress should be celebrated. Last quarter, SWIG received 181 contrast errors. This quarter, SWIG has reduced their contrast errors to 178, demonstrating that they’re making some progress to improve their website for users.

GET THE FULL 70-PAGE Q2 2025 REPORT

To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Rory Tarplee.