For years, Greek wine has occupied an unusual position within the international wine trade. Respected by sommeliers, embraced by specialists and increasingly recognised for its quality, it has nevertheless struggled to achieve widespread mainstream visibility in key export markets. Consumers may know Greece as a world-class travel destination, but many still know relatively little about the country's indigenous grape varieties and modern wine industry.

Little Owl Wines was created to change that.

Developed by Artisan Group of Brands, Little Owl represents a new approach to Greek wine—one that focuses on accessibility, approachability and commercial relevance without losing sight of regional identity. The brand's success at the London Wine Competition 2026 suggests that this approach is resonating strongly with both trade buyers and industry experts.

The results speak for themselves. Little Owl Assyrtiko was awarded Double Gold, 97 points, Wine of the Year Greece and Best Wine by Package, while Little Owl Agiorgitiko secured a Double Gold medal and 96 points. Together, the two wines have helped position the brand as one of the most exciting ambassadors for contemporary Greek wine in the UK market.

At the heart of the project is a simple observation about a gap that has existed within the trade for years.

"I’m of Greek heritage, and when I moved to the UK six years ago I found it hard to get the wines I knew without seeking out a specialist shop or an independent who had made an effort to embrace Greek wine," explains Elliott Vavitsas, Founder and CEO of Artisan Group of Brands. "Essentially, asking for Greek wine usually returned a 'sorry we don't have any in stock' or 'we have a few bottles'. And of the few bottles, most were inaccessible on price point or required a fair bit of explanation."

For Vavitsas, the issue was not a lack of quality. Quite the opposite.

"Greek winemaking has come so far in the past while," he says. "If you try a variety of the wines produced today in Greece—especially those from indigenous grape varietals such as Assyrtiko, Agiorgitiko, Malagousia and Xinomavro—you'll see that as a region we offer high-quality wines with distinct profiles, perfect for anyone who loves wine to explore."

The challenge was accessibility.

"This experience highlighted that there is a genuine gap in the market for accessible and approachable Greek wine—something that made ordinary wine drinkers curious about and inspired by the wines of Greece, while also giving the trade a product that would allow them to build or expand their current Greek portfolios with ease."

That commercial focus remains central to the Little Owl proposition today.

Rather than positioning Greek wine as a niche category requiring extensive consumer education, Little Owl aims to provide a straightforward entry point into the region. The wines are designed to appeal to a broad audience while still showcasing the character of Greece's most celebrated indigenous varieties.

The award-winning Assyrtiko is produced in Central Greece, a region that offers a distinct interpretation of the grape compared to its more famous home on Santorini. According to Vavitsas, the area's high altitudes, balanced climate and nutrient-rich soils create a wine that is "light and floral with pink fruit notes, while still maintaining the driving acidity and minerality the varietal is known for."

The resulting wine impressed judges at the London Wine Competition with its crisp structure, chalky mineral character and bright citrus and green apple notes, finishing with a touch of honey.

Meanwhile, the Agiorgitiko comes from Nemea in the Peloponnese, the historic home of the variety. Here, high elevations, significant day-to-night temperature variation and clay-limestone soils contribute to a style defined by freshness, dark fruit character and versatility. The judges highlighted bright red cherry and currant aromas, a juicy palate and silky tannins that make the wine highly approachable.

Importantly, both wines have been deliberately crafted with modern consumers in mind.

"Our Assyrtiko is much lighter and easier drinking than some others, with a more rounded feel on the palate that emphasizes all the elements of the grape varietal beyond the acidity it is famous for," says Vavitsas.

Similarly, the Agiorgitiko was developed to be flexible and food-friendly. "We've concentrated on having a wine that is versatile. Lighter than some expressions of Agiorgitiko, the soft tannins in our version mean that you can pair it with a wide variety of dishes."

For importers, distributors and retailers, this emphasis on accessibility provides a compelling commercial advantage. Little Owl is not positioned as a specialist product aimed only at adventurous wine enthusiasts. Instead, it offers a platform through which businesses can introduce consumers to Greek wine in a way that feels familiar, approachable and easy to understand.

"Little Owl is designed to bring people into the world of Greek wine," explains Vavitsas. "If distributors are looking to expand the appeal of their Greek portfolio, or if they are looking to stock their first Greek wine, it's an option that appeals to the majority of wine drinkers, making it a foundation for a successful Greek wine portfolio."

The brand's recent success at the London Wine Competition has further strengthened that proposition.

"It's brought a lot of attention to our wines and helped us start meaningful conversations," says Vavitsas. "Overall, the credibility of the award has helped us out."

Looking ahead, the ambition is clear. While the immediate focus remains on establishing the brand within the UK market, the longer-term vision extends well beyond a single country.

"Greek wine is ready for its moment," Vavitsas says. "As more wine drinkers become more intentional about what wines they buy, the wines of Greece offer an opportunity for buyers in export markets to diversify their portfolios into wines that tell a new and exciting story."

With award-winning wines, a clear commercial proposition and a mission to make Greek wine more accessible than ever before, Little Owl appears well positioned to help write the next chapter of that story.