"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.