How do you look back on 2025 as a business and where you are in terms of reaching your targets and goals?
The work of Johan Reyneke and his team at their biodynamic farm in Stellenbosch continues to inspire everyone at New Gen. We believe in his mission, and this year we focused on giving Johan a platform to share his story and champion the virtues of biodynamic, regenerative farming.
James McKenna with Johan Reyneke that has seen his wines gather both critical acclaim and wider distribution in 2025
Looking back, we’re delighted with how the brand and its message have landed in the UK, and with the new business the Estate wines have secured. It’s rewarding to see that our instinct about the trade’s appetite for Johan’s message was right.
Another major goal began in January when we welcomed the wines of Domaine Stéphane Ogier from the Northern Rhône. Launching the range was a tremendous opportunity for New Gen, and we’re proud that Stéphane’s wines have quickly become some of our most successful.
In a challenging market, it’s tempting to rely on discounting and chase volume - but we stayed committed to our premium strategy, focusing on high-quality distribution for iconic brands.
A key goal for us was to grow our on-trade presence, despite the considerable headwinds facing the sector. We’re pleased to say we’ve achieved that.
It’s especially gratifying to see Champagne Henri Giraud’s momentum in its 400th year, challenging the established sparkling names on restaurant lists across the country.
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?
For an SME like New Generation, the new ABV-driven duty system has forced us to divert significantly more energy and resources into administration. That added burden comes at the expense of commercial focus and inevitably tempers ambition. Fortunately, our producers understand the situation and recognise that the UK drinks and hospitality sector has once again been disproportionately targeted by government policy.
How have you managed the introduction of EPR regulations and what long term implications do you think they will have?
We’re disappointed that the mechanics of EPR have remained vague since the concept was first announced. Now that the details are finally emerging, we’re feeling the weight of yet another costly administrative burden placed on small businesses. Ultimately, consumers will bear the impact of EPR, and reduced spending power and confidence will ripple beyond our sector.
Away from your business – who do you most admire and follow for leadership and guidance?
James McKenna hopes the wine industry can keep its entrepreneurial spirit despite all that is being thrown at it
We’re flooded with leadership “content” these days, and filtering out the click-bait is exhausting. I take inspiration from people who align with my own principles: staying mentally clear and fresh while remaining physically strong and agile. Those are the voices I trust.
Looking ahead to 2026, what are your hopes or predictions for the industry, and how do you hope it responds?
My hope is that we can finally get back on the front foot and see the fiscal hurdles at least stabilise.
Realistically, I suspect we’ll see further consolidation, with importers joining forces. What I sincerely hope we don’t lose is our sector’s entrepreneurial spirit and its genuine love of the trade.
What are your big goals and targets for 2026 that you can share?
Our goals are straightforward - to continue to champion our producers and support our customers with a portfolio that’s both relevant and genuinely interesting.
Ultimately, we aim to stay the course: growing sustainably, strengthening our partnerships, and keeping quality at the heart of everything we do.
James McKenna is excited to have brought Maison Piron - and Beaujolais - into the New Generation Wines' stable and
We’ve just begun working with Maison Piron in Morgon, Beaujolais, and recently celebrated our first Beaujolais Nouveau launch. We’re excited to be working in Beaujolais.
What are your plans for the festive break?
We keep things local and simple - time with family and friends, then escaping to warmer climates on either side of Christmas. I struggle with the UK winter.
I encourage the team to have a proper break away from email and Christmas provides a good moment to down tools and relax.
What will you be eating and drinking?
Christmas eating and drinking starts early in our house - we’ve been on the mince pies since November 1. My peak indulgence is that Christmas to New Year no-man’s land, where three-course breakfasts are standard. Christmas pudding is an underrated breakfast!
The 2017 Porseleinberg (my favourite vintage) will be on our Christmas roster as well as the Command Shiraz from Elderton which is just perfect at this time of year.
Any favourite movies you will be watching at this time of year?
James McKenna is looking forward to spending time with with the likes of Sophia Loren and other Italian classic film stars this festive period
I’m not a fan of saccharine Christmas films, but I do love great cinema, and the time to actually enjoy it.
My wife and I are especially fond of classic Italian films for their pace and music, so those will be on our Christmas playlist.
* You can find out more about New Generation Wines here. New Generation Wines are a commercial partner to The Buyer.
