In the first part of this interview the discussion surrounded the first year, the opportunities, the requirements of the industry and the structure of WineGB.
A question that hadn’t been covered in the first part of interview, it felt churlish but had to be asked, what are the weaknesses? Bates saying that the association had only been in place for about seven years and it was still developing albeit from a relatively strong base. However, investment is needed and the government could and should be supportive. With more investment WineGB and the whole industry could do so much more. Bates saying that there is a real hunger and enthusiasm to develop the industry. She said that she has tremendous collaboration from WineGB patrons and partners both with their expertise and financial support. However, whilst there are insufficient resources to do everything that WineGB wants to achieve there is sufficient to allow WineGB to make decisions around the right priorities. Recently, Bates together with Sam Linter and Vincent McGovern met with special advisers at 10 Downing Street to outline the ‘Manifesto for Growth’, putting forward the argument for additional support within the industry.
Bates saying that following the industrywide consultation it appeared that there were three core areas that were posing a challenge. Firstly, it was important to get the right people in the right place to support production; secondly, how to expand sales both in the UK and exports; and the protection of the industry’s reputation. The consultation was the first step, now is the time for action.
There are some changes that can be dealt with relatively quickly. An example, the website. Over the next six months there is going to be a complete revamp of both the public facing areas and the areas reserved for members. As an outsider coming to the industry and looking at the website Bates could see that things needed to change, “I had to Google for information that I knew was on the website”. The website needs to be proactive “we need to make sure that members are told what they need to know and we must provide that content”. Bates explained that some changes have already been made. For example, automatic membership renewal has been introduced. Bates explained that members would be renewed automatically and if WineGB needs information then they can contact members later on. The website has also proved to be problematic when trying to encourage new members to join the Association. In the first half of 2025 there will be much more accessibility on the website.
WineGB will be working with the Department of Business & Trade, with the Foreign, Commonwealth & Development Office and with embassies around the world in order to promote ‘gastro-diplomacy’, in order to showcase British products. The intention is also for WineGB to attend larger exhibitions where British produce will be on show to many nations in one go. Bates saying that she wants WineGB to become more of an effective middleman to marry up producers with markets both at home and abroad. This has been evidenced recently by WineGB’s participation, along with nine UK vineyards, at VinExpo in Paris and ProWein in Düsseldorf with six UK vineyards in attendance and showcasing many more.
There has been a huge jump in sales over the last five years from 3.3 million bottles to 8.8 million bottles last year. Bates saying that we need to build on that momentum, increase people’s awareness and get more people to taste the product.
What about PDO and PGI status in the UK? Bates said that a lot of work had been done around this area before she had arrived. She acknowledged that the industry was still young and that it wouldn’t be wise to restrict innovation. However, it was important to have the wines tested in order to protect England’s reputation and to simplify explanation to consumers. When it comes to exports people want to be in a position to more easily explain to customers commonalities and to show that the wines from England are distinct. The adjustments to the PDO will be relatively small technical changes which will add some logic and coherence. The majority of winemakers will already be aligned with the system.
Bates explained that the UK has been the home to wine sales for 700 years or more and there is a real sense of industry and trade but also competition. It is extremely enticing for foreign importers and we have, historically, had strong links with, for example, Germany in the 60s and 70s. We have people coming to work at our vineyards from all over the world. In addition, Plumpton College and the Wine & Spirit Education Trust are setting standards and passing excellence on to other educational institutions. This will be a source of recruiting people into the industry.
There is considerable inbound investment by companies such as the Jackson Family Estate, Freixenet Copestick, Pommery and Tattinger among others. There is a lot of agricultural research being undertaken and whilst 2024 wasn’t a particularly large harvest, over the last five years, there have been bumper crops and those peaks and troughs can be ironed out with the use of wines held in reserve. In addition, in terms of technical skills the industry is improving year-on-year and, as far as is possible, negating some of the effects of weather, disease and pests. All of these elements are very positive for the future.
WineGB has a great team, the industry has tremendous people and collaboration, there is a wonderful product which the world needs to know about. The new CEO has shown already that it is now time for action, the process has started and Bates will drive the industry from strength to strength.
The Carling Partnership has been recruiting within the drinks industry for 24 years, it is an Industry Partner with WineGB and is committed to supporting the industry, in particular, in relation to recruitment within the sector.
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