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Tyrrell: producers need more distribution control

Published:  30 April, 2010

Bruce Tyrrell has told fine producers that they need to take more control of the means of distribution if they're to thrive in the future.

Addressing the Fine Wine 2010 conference in Ribera del Duero this morning, the boss of Australia's Tyrrell's Wines, said: "As producers we have to take control of the channels of distribution and avoid areas of consolidation in retail and distribution. Major supermarkets really have no great affinity with fine wine."

He added: "The future will consist of large corporations making beverage wine and others that are family-based who supply fine wine and who will need to deal and communicate directly with consumers.

"Why take out 70% of the margin to give to someone who's going to do a bad job when you could pocket it yourself?"

Tyrrell was delivering this morning's keynote speech at the conference, hosted by Ribera del Duero's Consejo Regulador de la Denominacion de Origen, and managed by Wine Intelligence of the UK.