Hugo Campbell: ‘Looking Back, Forging Ahead’

By Harpers Editorial team

Published: 15 August, 2025

Ehrmanns Wine's director Hugo Campbell takes up the baton in our summer Q&A series, talking Iron Maiden, Savvy Blanc and current trading conditions.

How has business been for you in the first half of 2025 and how do things compare to where you were last year?

We are roughly at same turnover as last year. Any loss of business has been offset by new listings with more to come in second half of the year.

What have been the biggest challenges and headaches so far this year and how have you sought to mitigate those?

EPR and Duty changes have naturally been the biggest challenges. An enormous amount of work has been done in ensuring that our customers are kept fully up to date with all the cost changes, resulting in our price list having to change for the fourth time. Timely transparency is the key.

What are you most proud of achieving this year in terms of driving the business forward?

The continuing success of Iron Maiden Darkest Red, now listed in 19 countries, which this year, celebrates the band’s 50th year, marked by their current European tour, the continuing success of Salmon Run Malborough Sauvignon Blanc in Waitrose and strong collaboration with Costco in developing exclusive brands.

We’ve also been launching brands and adapting current ones which align with government’s new Duty rulings. This has been a key part of our NPD so as to make our brands more relevant to the changing landscape of lower alcohol levels.

There’s also been the rebadging of one our oldest brands – Carta Roja – and another busy and successful Prowein.

Looking ahead to the second half of the year, what is the biggest cause for concern?

Keeping the younger (and increasingly middle aged) generation engaged in the wine sector. The resulting cost increases to the consumer, through higher taxation and EPR, combined with stronger competition from other drinks offerings at cheaper pricing, has put the wine sector under intense pressure.

What could the Government do to best improve trading conditions and the success of the drinks sector?

Improve trading relations with Europe. Simplify the current duty laws. It is a bureaucratic nightmare, although we agree with the rationale behind it. Improve understanding and communication with the trade on EPR.

What trends are you seeing in the drinks world at the moment, and how do you expect that to change going into the autumn?

Lowering of abvs into the 8-12 % ABV sector across all styles. More aromatic whites especially from Spain and lighter reds. More ‘lifestyle’ brands.

Any other predictions for the second half of the year?

Potentially further rationalisation of SKUs in the major off-trade so as to make sector more profitable.

Quick fire questions…

France, Italy or Spain?

Spain every time for me

Georgia, Greece or UK?

Greece

‘Normal’ or ‘natural’ wine?

Normal

Cocktails or straight sippin’ spirits?