Until very recently the traditional wine producers such as Germany and France enjoyed a virtual monopoly in the Northern Ireland wine market. Changes are beginning to take place with New World Countries having a growing impact in this market place. This paper presents an overview of the Northern Ireland wine market as well as a more indepth look at eleven case studies. Particular emphasis is placed on the source of the wine and the relative importance of each wine producing country. The paper suggests some factors which have contributed to the increasing popularity of New World wines in Northern Ireland.