New trade focus for English wine

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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