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Guy Woodward: Hegarty's right - we need to follow Top Gear to sell wine

Published:  03 October, 2014

It didn't come as a huge surprise when Sir John Hegarty used his WSTA conference key note speech to deliver a withering assessment of the wine trade's relationship with its audience. One of the foremost marketing exponents of his generation, Hegarty knows a thing or two about generating headlines. 'Appalling', 'pathetic' and 'mad' were among the politer descriptions aimed at his audience. 'Confusing' and 'impenetrable' were daggers to the heart - a stinging critique of the public's perception of the world of wine. Why so stinging? Because the words ring so true...

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