2014 Review and Hopes and Fears for 2015: Jerry Lockspeiser, Off Piste Wines

Published: 31 December, 2014

Jerry Lockspeiser, chairman of Off Piste Wines and serial wine industry entrepreneur as well as Harpers columnist, gives his thoughts on why 2015 may be a "crossroads year" for the retail trade, and how we are still "failing to inspire" wine drinkers.

Jerry Locskpeiser Jerry LocskpeiserJerry Locskpeiser

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

Signs of dramatic change in the retail landscape are clear. The growth of the top (Waitrose) and the bottom (Aldi, Lidl) as the centre shrinks (and not just because of Tescogate), the increase in online sales (special congratulations to Naked Wines) and convenience shopping, and more innovative independent wine sellers all put the kaleidoscope into a spin. But the big retailers remain just that, so the central question is how do they, or can they, respond to these changes in competition and consumer habits. 2015 may be a crossroads year for the retail market.

The WSTA did a great job in influencing Government to understand wine trade issues, resulting in the abolition of the Alcohol Duty Escalator. Everyone should join their campaign for a 2% duty reduction in the 2015 pre-election budget. Go to the WSTA website and email your MP with the pre-written letter.

One of the most significant trends is that we have yet again failed to inspire wine drinkers. For most of them wine remains no more than their alcoholic beverage of choice, a generic commodity bought by price. When will we realise -and communicate- that there is more value in wine than the cost of the liquid in the bottle?

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

2014 was a year of significant growth for Off Piste Wines. Our strategy for 2015 is to build on the strongest parts of that growth. The biggest opportunity is to win consumers hearts. We have ramped up our NPD resource and will be releasing a number of consumer based initiatives.

What are the biggest challenges facing the trade in 2015?

It depends what part of the trade you are in. But something that affects us all is the attack on pleasure. The first battle over minimum pricing was won but the regulatory war continues. Alcohol blights many lives and we should confront the issue head on. After all, we sell a potentially dangerous product. But recognising our responsibility to the minority who suffer, and working to reducing their number, should not deter us from loudly defending the rights of the majority who don't.

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

Is it too arrogant to name ourselves? Perhaps, but if we achieve our aims we will be one. In the online world it will be interesting to see how far Naked Wines can go, and whether Amazon can disrupt UK wine sales. It will be even more interesting to see if any new disruptive business models are launched.

What are you doing for Christmas and New Year?

Holing up in the city of love with people I love.

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

If it is still on sale in the craft beer shop over the road, the utterly captivating, smoky 8.5% U Boat Porter on draft, a collaboration between BrewDog and Victory Brewing Company. If not, wine with bubbles.

Favourite Christmas film?

Ingmar Bergmann's The Seventh Seal. Brings you back to earth with a bang and justifies endless repeat viewings of Love Actually.

Ideal day out over Christmas period?

Long hike in the hills before returning for a rummage through the most exotic craft ales in the beer shop over the road.

What do you want most from Father Christmas?

A Coravin.

New Year resolution?

Run fewer marathons, drink more wine.

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