Pitched to capitalise on – and boost – UK consumer appetite for Greek wine
April 28, 2026 — Little Owl is a new range of Greek wines created by London-based Artisan Group of Brands, who are on a mission to make Greek wine more accessible to UK consumers. Launching with two classic Greek varietals – Assyrtiko and Agiorgitiko – Little Owl draws inspiration from old and new Greece. From the ancient symposiums where knowledge was shared, to the vibrant hospitality scene of Athens today, Little Owl is set to capture the timeless nature of sharing ideas and wine in good company. Little Owl will launch to the UK and select international markets at London Wine Fair (18th to 20th May), where it is exhibiting in the Wines of Greece Pavilion. Little Owl Assyrtiko (PGI Central Greece) and Agiorgitiko (PGI Peloponnese) will have an RRP of £15 and is targeting both retail and on-trade channels.
Greek wine exports to the UK is something of a success story, but with a lack of recognisable brands from Greece, Vavitsas believes there is a huge opportunity. The latest export data from Greece indicates that value of exports to the UK were up 6.66% YOY, slightly ahead of volumes, which rose by 3.6%, indicating a shift towards premium pricing. The long-term trajectory of imports to the UK is even more impressive; since 2019 the value has increased by 143% (value) and 66.5% (volume).
The brand is off to a flying start, with endorsements from a selection of the UK industry’s finest and most commercially minded palates, including Masters of Wine and Master Sommeliers. Judges at the 2026 International London Wine Competition, which revealed its results on 22nd April, voted Little Owl “Wine of the Year – Greece” and “Best Wine of the Year by Package”, with both wines securing Double Gold medals.
Commenting on the launch, Artisan Group of Brands Founder, Elliott Vavitsas says: “Little Owl has been created with intentional drinking at its heart, capitalising on the burgeoning success of Mediterranean cuisine and culture in the UK. Little Owl’s ethos is about gathering good company with good wine, creating meaningful moments, memories, and experiences. We are thrilled that Little Owl has performed so strongly in its first industry competition and look forward to sharing the wines with the UK trade at LWF next month.”
For further information, contact hello@littleowlwine.com
