At the Vintners/WSET annual lecture last night How said: "Our industry faces more regulatory challenges now than could ever have been envisaged 20 years ago and wine retailing is an integral part of the alcohol debate.
"It is vital that the whole industry presents one voice in the debate, we achieve a more balanced debate and don't let the puritans dominate."
How, who will be chairing the Wine and Spirit Trade Association next year, also said he thought the present gloomy economic situation would continue.
He said: "Times are hugely more unpredictable than the recession in the 90s. I am not an economic pundit but we certainly didn't have to worry then that the cash we had deposited was safe. I think next year will be tougher than 1993."
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