Home to some of the major players in English wine, including Chapel Down, Balfour and Gusbourne, Kent has long been named as one of the most exciting ‘regions’ in England.
In the 2026 WineGB Awards, the county likewise stood out for its experience-led tourism and hospitality, with Westwell Wines taking the award for Best Small Cellar Door and Chapel Down scooping the prize for Best Large Cellar Door.
Now, this month, Visit Kent, in collaboration with local vineyards, has launched The Kentish Wine Way, the first-ever county-wide English wine tourism campaign.
Created to draw more visitors to vineyards, Visit Kent said that Kent’s tourism sector is forecast to generate a 21% rise in full-time equivalent roles by 2028, with initiatives like the newly created Wine Way aiding in this.
Bringing together more than 30 independent vineyards, The Kentish Wine Way aims to teach the public about the scope of the county’s vineyards, from large to small, and to encourage them to travel across and between them all, while producers work to promote each other in the spirit of regional success.
Additionally advertising food and drink offerings, music and arts programmes and luxury accommodation, the campaign’s goal is to illustrate a whole view of what can be experienced through wine tourism, beyond just the liquid.
Producer comments
Speaking to Drinks Retailing, Jonathan White, CEO of Gusbourne Wine Estate, praised the campaign, commenting that it’s part of a wider collaborative spirit that’s always been present among English and Welsh wine producers. This, he said, is something that began with viticulture and viniculture and which has now spread to sales and marketing too.
On the expected impact of The Kentish Wine Way: “We hope that it generates interest amongst those who weren’t otherwise interested in wine tourism. And that it generates appeal for those who are interested in wine tourism, by coherently demonstrating what the county of Kent has to offer to visitors,” he said.
Likewise, smaller producers like Brabourne and Ham Street Wines spoke about their excitement to take part in the new campaign. Pointing similarly to the spirit of collaboration, Lucie Swiestowska, co-founder at Ham Street Wines, noted: “The Kentish Wine Way is a lovely concept to bring tourism not just to one, but to Kentish vineyards as a whole.
“It helps amplify our fledgling industry in the hope that more people explore the range of vineyards and wines on offer on their doorstep,” she added.
Finally, on championing the wide range of vineyards in the county, Hester Fenwick, owner of Brabourne Vineyard, told Drinks Retailing: “The exciting thing about The Kentish Wine Way is highlighting the variety of wine experiences visitors can have across such a wide range of different vineyards.
“Big vineyards can offer a greater variety of wines, winery visits, fine dining and events. Small vineyards offer more personalised experiences and a chance to connect with owners and their lifestyle. Every vineyard offers something that is unique and special to them – and this is a chance for visitors to discover them all!” she finished.
