The Q4 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 Q4 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 Q4 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call.

Q4 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 Q4 2025, the average monthly budget wastage across these UK wine delivery brands was £812, 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, both Naked Wines and Lea & Sandeman Wine Merchants reported the lowest monthly cost-per-click (CPC) at £0, and Berry Bros. & Rudd has the highest at £60.

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, Yapp Brothers has the lowest estimate monthly ad spend at £1,810, and Laithwaites Wine has the highest at £42,400.

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, Laithwaites Wine reported the most 404 errors (518). This quarter, Laithwaites Wine has increased their total number of 404 errors to 630. Increasing 404 errors is highly harmful for websites because it directly damages user experience. When visitors encounter multiple broken pages, they quickly lose trust in the site’s reliability and professionalism. This frustration often leads them to leave and look for alternatives, increasing bounce rates and reducing overall engagement. Currently, the brand to watch this quarter is Majestic Wine, with a total of 4,485 404 errors — over 7 times as many as Laithwaites Wine.

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.

In our previous report, Berry Bros. & Rudd flagged the slowest mobile site speed (4). This quarter, Berry Bros. & Rudd remains the brand with the slowest mobile site speed, and they’ve since decreased their score to 3. If a website’s mobile site speed has worsened, it means pages are taking longer to load for users on mobile devices. This slowdown could be caused by unoptimised images, heavy scripts, server issues, and more. Whatever the reason, it signals that something is preventing the website from delivering content efficiently to its visitors.

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. In our last report, SWIG received the lowest DA score (33). This quarter, SWIG remains the brand with the lowest DA, and they’ve since decreased their score to 29. High-quality backlinks from authoritative sites pass on what’s known as ‘link equity.’ This boosts the perceived strength of your domain and helps improve rankings for important keywords. When search engines see trusted websites linking to your content, they’re more likely to view your site as an expert source in its field.

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.

Eight brands reported a drop in organic traffic on desktop, with Yapp Brothers receiving the biggest loss (-34%). On mobile, 7 brands reported a drop in organic traffic, with Naked Wines receiving the biggest loss (-81%). Brands might see more organic traffic on mobile compared to desktop because mobile usage has grown rapidly in recent years. People now rely on their smartphones for everyday tasks such as browsing, shopping, and researching products.

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 remains the company to beat for the most Universal Search appearances (11,126) — an increase from 7,763 in the last quarter. The majority of their appearances came from ‘images’ (9,300).

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 (4,629) — an increase from 4,180 previously. Majestic Wine also continues to secure the most appearances for positions 4–10 (4,626) — an increase from 4,375 previously. SWIG remains at the bottom of the leaderboard, though they’ve made slight improvements for both positions since our last audit. Using longtail keywords also reduces competition in search results. Broad keywords are highly competitive, making it difficult for smaller or newer websites to rank. By focusing on longtail variations, brands can appear higher in search results for niche queries, improving visibility without relying solely on highly competitive terms.

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 House of Townend’s sponsored Facebook posts. This UK wine delivery brand should consider making their posts original to avoid social media users seeing the same content from the brand.

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 secured the most Facebook Likes (273,300), and Berry Bros. & Rudd received the most Instagram followers (76,300). Twitter was the most popular social media platforms of all brands. Lea & Sandeman Wine Merchants received the highest total engagement rate (412,814) and the highest average engagement (1,787).

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 received the most accessibility alerts (540). This quarter, Tanners Wines continues to report the most accessibility alerts, creeping up to 604 this quarter. An increase in accessibility alerts indicates the website is becoming less usable for people with disabilities. Issues such as missing alt text, poor colour contrast, or inaccessible forms can prevent users from fully interacting with the site. This creates barriers that reduce inclusivity and limit the audience a brand can reach. 

GET THE FULL 70-PAGE Q4 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.