Nearly two-thirds of the United Kingdom’s population consumes wine, making the U.K. the world’s largest wine importer. Wine imports to the U.K. are valued at around $14 billion, with the U.S. exporting nearly $300 million in recent years. U.K. wine consumption of U.S. wines has increased by 40 percent per capita over the last 10 years. The popularity of wine continues to rise steadily, due to increasing personal disposable income and lifestyle influences from continental Europe. The ease with which wines can now be purchased in grocery stores has also fueled the popularity of wine as an everyday drink. U.S wine imports to the country have been growing by 25 percent a year. In general, U.K. consumers prefer red wines that are affordable, lighter and fruitier, providing a good opportunity for southern U.S. wine producers in this market.