VIDEO: wine trade should listen to experts from outside industry

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Published on Monday, 23 April 2012 11:18

Written by Gemma McKenna

The wine trade will be healthier for listening to experts outside the industry on how to better engage with consumers online, that’s according to one expert.

Helen McGinn, ex-Tesco buyer turned consultant, blogger and soon-to-be-published author, believes, “the more that we can listen to people that are real experts in the field - the healthier it is for our industry”.

Speaking at last month’s Get Engaged conference held by Harpers in association with WineOption, McGinn, who founded the Knackered Mothers’ Wine Club, said: “It’s not enough just to attract them [consumers] in the first place [to your Facebook or Twitter account], but it’s what you do with them afterwards.

“The golden ticket... is thinking why does someone want to buy a bottle of wine in the first place? Who are they drinking it with? Is it a celebraion or special dinner? And then giving them options.”

You’ll be able to hear McGinn’s views for yourself by attending Harpers’ debate at London International Wine Fair on May 23 at ExCeL.

Other panellists sharing their ideas on communicating with consumers will be: Andy Phelps, head of BWS at Sainsbury’s, which is using its own consumer trends and shopping data to try and break down the “wall of wine” to consumers; Ian Anderson, director of category development and insights at Accolade Wines, who will look at how its WineNation consumer research has transformed the way it understands consumers’ needs and interests around wine; and Stephen Finch, founder of Vagabond Wines, who has centred his new Fulham-based independent around creating a relaxed environment for consumers to taste wines with food before buying.

The panel will also include wine broadcaster, critic and blogger Joe Wadsack, on what he thinks makes consumers tick and wine presenter Christina Pickard.

If you would like to register or ask questions in advance, please contact This email address is being protected from spambots. You need JavaScript enabled to view it.

Follow the link to the Harpers Get Engaged Facebook page here.