Jago: customers not engaging with wine

07 September, 2010

The UK wine market is "in turmoil", Tesco BWS head Dan Jago has said.

"None of us in the trade really are very clear about what it is we are doing now and what it we are going to have to do next," he told the Global Wine Conference.

He warned that consumers are frightened by wine, and said: "I'm concerned the trade is spending too much time ignoring that fear and trying to make wine accessible through price. Customers are simply not engaging with wine."

Jago said he has been saying the same thing for the past three years. "My concern is that we have not moved forward that far," he said.

"Our job is to hold consumers' hands, and we have undoubtedly neglected our consumers," he added.

Jago called on the trade to get behind National Wine Month next year as an opportunity to communicate better with consumers.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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