New trade focus for English wine

04 April, 2014

English Wine Week is increasing its emphasis on retailers this year.

The week celebrating home-grown wines runs from May 24 to June 1, and marketing body English Wine Producers has created a new logo for it, as well as free POS materials for retailers, pubs and bars – including leaflets, posters, bottle tags, bunting and balloons.

EWP marketing director Julia Trustram-Eve told OLN: “Over recent years I’ve noticed there has been increasing trade uptake, and the vineyards themselves are interested in being more involved with the retailers they supply – so we've decided this year to concentrate our efforts on the trade.”

The body has hired a dedicated project manager to handle English Wine Week for the first time – Zoe Davey. Trustram-Eve said she has already quadrupled the number of retailers taking part in the push, which now include Waitrose and Laithwaites alongside a strong contingent of independents.

Trustram-Eve said: “We are really upbeat and excited about English Wine Week.”

Individual vineyards will also run activities such as on-site events and promotions on cellar door sales.

The English Wine Producers annual tasting will take place before English Wine Week, on May 7 at 1 Great George Street in London. Representatives from most, if not all of EWP’s membership will be there, many of them showing new vintages. There will also be a self- pour tasting table and a series of industry briefings and tasting masterclasses.

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Read more about English wine in our feature.

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All across England and Wales, vineyards are being harvested. Down winding country lanes come armies of welly-wearing conscripts wielding secateurs and buckets, ready to reap the rewards of our vines. Happily they come, their cheeks ruddy with pride. Half an hour later they’re crawling over muddy clods with lacerated hands, drenched in claggy juice and cold sweat, as if ploughing through an endurance race.

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