Wine industry in talks over new national consumer campaign

Published: 02 July, 2010

The wine industry is looking to join forces to launch a national wine week or month designed to engage the consumer into the category.

The idea was formed during a focus group dinner held just before the London International Wine Fair, co-hosted by Tesco head of wines, spirits and beer Dan Jago, Wine Intelligence chief executive Lulie Halstead, Wine and Spirit Education Trust chief executive Ian Harris and consultant Mike Paul.

It is hoped the week or month will bring together the whole industry including the on-and- off-trade, distributors and educators to engage consumers with their individual offerings.

Harris is leading a steering group to develop the idea, but stressed plans are at an early stage. Members of the group or how it will be funded have not been confirmed yet. But a brief has been provided to PR agencies to pitch on how they would promote the national week or month.

"The key players from the UK wine industry have identified an opportunity to raise the profile for wine aimed at engaging consumers with wine through promotion, education and other activities," Harris told Harpers.

"The specific objectives will differ from company to company, from retailer to retailer and from restaurant to restaurant...but the overall aim is to give reasons for people to experiment."

Wine Intelligence chief executive Lulie Halstead added: "We want to reach out to consumers who drink wine at JD Weatherspoon as well as those who buy from the likes of Berry Bro and Rudd.

"The idea is still in its infancy but it we want it to not only to include responsible drinking but to enable consumers to be adventurous with wine."

Peter Darbyshire, PLB managing director, said: "Anything that brings excitement to the wine category has to be a good thing but we have to be careful that the wine week or month does not become too prescriptive."

Industry figures who attended the dinner include Direct Wines chief executive officer Simon McMurtrie, Fosters Group commercial director Neil Barker, Guy Anderson, owner of Guy Anderson Wines, Off Piste Wines chairman Jerry Lockspeiser, Wines of New Zealand director-Europe David Cox, Michael Cox, Wines of Chile executive director, Peter Darbyshire, PLB managing director and Matthew Dickinson, Thierry's commercial director.

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