For much of its post-war history English wine suffered from a significant image and branding problem within the UK market. This is, in part, based on poorly made wine or large variation in wine quality from winegrowers from year to year. However, since the late 1990s English wine has gradually improved its image in the UK and even in the international market as a result of quality improvements, changes in consumer attitudes and habits, awards at wine shows and greater media recognition. Nevertheless, issues of production scale, pricing and consumer resistance remain important. The chapter is based on a series of interviews conducted with English wineries and winegrowers in Kent and Sussex from 1992 to 2013. Results and comments are presented anonymously but basic winery profiles are included where possible. All wineries have cellar door sales. The interviews chart some of the perceived changes in the identity of English wine and its brand values. A key observation is that while many wineries felt uncomfortable with the moniker of English wine in the early-to-mid 1990s, this had changed a decade later.