How do you look back on 2025 as a business and where you are in terms of reaching your targets and goals?
This year has been transformative, both in terms of the structure of the day-to-day running, and also in terms of our size. We said farewell to Matthew Johnson who founded the Beyond Wines with me back in 2020 and that has naturally meant we have had a period of transition.
Matt and I stay in touch and remain close, and of course we wish him all the best.
However, that change has not stopped our growth; from a volume perspective we have grown by +35% in H1 of our 2025-2026 whilst delivering a streamlined Beyond Wines, ensuring we are working in a way that is beneficial to us as well as our customers and producer partners.
One of the biggest changes in 2025 was the full roll out of the ABV-driven duty system in February - what impact has that had on you and how have you responded?
Beyond Wines has grown over the last five years to be one of the most influential wine suppliers in the UK
It has naturally been an area of focus for us, supporting our customers to ensure we are delivering the best plan for them and our shared consumers. Operationally, we actually removed 90% of our DPD supply as part of the streamlining I mentioned, but we haven’t stopped exploring ABV% lowering for customers and/or creating new products with a lighter alcohol focus.
That being said, removing alcohol has not come at the expense of quality, and where it is not possible to go lower and maintain flavour profiles we have had those discussions with customers, and they have been in agreement on the approach we have taken.
How have you managed the introduction of EPR regulations and what long term implications do you think it will have?
We are blessed at Beyond Wines to have Mike Ebdy in our business. He has been involved in the technical side of wine for many, many years and as a result is naturally close to regulations and legislation. As our operations manager he has ensured we are compliant, and also that we understand the intricacies of what has been somewhat clunkily delivered.
We have started the next stage of our plans and are working with our partners to remove tonnage from our supply chain. If there is a silver lining it is that the regulations are forcing us all to think how we navigate the next few years, financially and sustainably.
What have been the biggest achievements for you in 2025?
As mentioned, we have grown rapidly over the course of this year, and that has been through both current customers and new ones alike. Innovation from within the business has been a focus and we are bringing more products to market than ever before.
All of this has been delivered from a smaller cost base, and we have the right people in place ensuring we are as efficient as possible.
Beyond Wines both represents and builds sales of wines from its agency partners and also creates its own exclusvie brands - most successfully with its Liquid Diamond Prosecco brand
One example of this we have managed to lower our logistics costs year-on-year whilst growing +35%. Some of that is within efficiencies that come with scale, but a large part is down to having experienced, professional people doing great jobs for us, and Heather (Langridge) our supply chain manager is second to none in her field.
What have been the biggest changes you have made to the businesses and why did you make them?
Being up to speed with HMRC is a challenge for any fledgling business, but its one that you have to get right. With cash flow in mind (it is always front and centre) we moved from DPD to IBD with our largest customers, and it has had a profound effect for good. We also analysed our business model and stopped nearly all of our supply from UK stocks as it was a part of our business that was not profitable enough to justify the high cost to serve.
Outside of duty and EPR what have been the biggest challenges and how did you over come them?
I think probably legitimacy within the trade has been something that we have strived for since joining the ranks of the many brand owners and agencies out there. This year I feel we have taken the next step with customers knowing that we can (and do) do a great job for them, sourcing wines from around the world and doing as we say we will do. Its starting to pay off, bringing us new and repeat business.
Away from your business - what has most impressed you by what a company, competitor or individual has done in the last 12 months and why?
With slight bias as one of their suppliers, but I think LWC’s growth story within wine is immense. The service and quality of range that they offer, and their engagement with producers and customers alike, shows what is needed to grow, and grow rapidly, within a very tough UK on-trade.
Away from your business - who do you most look up to, admire and follow for leadership and guidance?
Robin Copestick has been a pivotal figure in Alex Green's career both working directly for him during his time at Copestick Murray and now as a friend and business mentor
Robin Copestick (managing director Freixenet Copestick), who was my boss and is a great leader within the wine trade, showing how much fun we can, and should, have as an industry
Kim Wilson (managing director at North South Wines) who continues to trail blaze and provide thought leadership whilst always being herself.
Paul Mills Hicks, who I work with to provide business mentorship and, although no expert about wine, knows how to run businesses big and small
Looking ahead to 2026 what are your hopes and predictions for the industry and how do you hope it responds?
I hope we collectively innovate in the right way when faced with the many challenges we have. There’s a massive difference between doing it well and otherwise, and I think we have fallen into some industry legislation led innovation pitfalls, that are not hitting the mark with consumers.
What are the big goals and targets for you as a business in 2026 that you can share?
I have £10m revenue in our sights and the team are working hard, in the right way, to deliver that plan. We’ll do that through current customers growing volume of their established ranges with us, NPD into those customers, and also bring on board three to five major new customers in 2026.
Alex Green taking part in a supplier panel debate at this year's London Wine Fair
Growing our supply base with complimentary producers to either fit into our strategic or tactical partner setups will be an important part of that, and we will be travelling to Paris and Dusseldorf with that in mind.
What have you been doing over the festive break?
We are at home this year, though I like to get away for some sun; that will wait until 2026.
What have you been eating and drinking?
Everything, judging by the scales…we had our team Christmas lunch at Hawksmoor and one of the guys very kindly brought along a bottle of Contino 1978, which was delicious and a massive treat.
Any favourite movies you have been watching?
We watched the 1994 remake of Miracle on 34th Street with our children at the weekend, and I got goose bumps. It is fun living vicariously through them, especially reliving moments that I remember first hand as a child.
* You can find out more about Beyond Wines at its website here.
