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2014 Review and Hopes and Fears for 2015: Waitrose's Pierpaolo Petrassi

Published:  25 December, 2014

Pierpaolo Petrassi MW, head of beers, wines and spirits at Waitrose shares his thoughts on grocery retail's decline, his inspiration from the team at Waitrose and why we should all be watching Amazon.

Pierpaolo Petrassi MWPierpaolo Petrassi MWPierpaolo Petrassi MW

Pierpaolo Petrassi MW, head of beers, wines and spirits at Waitrose shares his thoughts on grocery retail's decline, his inspiration from the team at Waitrose and why we should all be watching Amazon.

How was 2014 for you/your business?

From a business perspective, very good, with share increases in all categories and consistent market outperformance. 

Personally, we had a wonderful year with long-planned home renovations, my wife starting her own business and a great family holiday driving camper vans in Australia!

What do you think were the most significant things that happened/ issues/trends that occurred in 2014?

The overall market decline is something grocery retail has not seen within the living memory of most of my colleagues across the industry. Combined with the realisation that most retailers also have way too much floorspace (as many observers had already noted), I think business school students will be looking at case studies from 2014 for many years to come.  Facing all of these challenges with a brilliant BWS department and the inspirational leadership team at Waitrose has been very fulfilling.

What opportunities are you most looking forward to working on in 2015?

Rolling out our new BWS departments to new and refurbished branches.  Celebrating our difference as a BWS retailer of distinction and leveraging this to continue our growth.

What are the biggest challenges facing the trade in 2015?

In a grocery market characterised by fierce pricing, it is important that retailers price alcohol responsibly and that their promotions are transparent and fair - things we are committed to. This includes not setting inflated prices that give customers a false impression of a good deal or selling below the true cost of products.

Who are the people/companies/retailers to watch in 2015?

I think we'll continue to see a polarisation between price at one end of the market and retail experience at the other.  Pure-play channel giants such as Amazon will also be worth watching as they decide whether alcohol is to form a greater part of their UK business going forward.  I think we'll also see more business-to-consumer enterprises spring up.

What are you doing for Christmas and New Year?

I'll spend a day working in one of our branches and will work right up to Christmas Eve.  Christmas in retail is all about doing everything we can to support our branches, from ensuring excellent availability, to eliminating unnecessary head office communication. This hopefully allows our branch partners to give customers the best possible service and experience.  Once home, Christmas is all about my family and above all, the children.  Four of our seven family birthdays fall within three weeks at Xmas and my son Luca will be five on Xmas day, so he'll get especially spoiled by all of us.

What will be your favourite tipple over Christmas and New Year?

The real fun lies in matching the kaleidoscope of different foods over several days.  However, the classics will be great Champagne, a brilliant Eden Valley Riesling, a good Claret from the nineties and a cracking Old Oloroso Sherry.

Favourite Christmas film?

Love Actually (for my wife Astrid and eldest daughter Jessica).

Ideal day out over Christmas period?

A long walk with the family on a bright, cold day in Windsor Great Park.

What do you want most from Father Christmas?

A time machine.

New Year's resolution?

Make the usual unusual.

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