Lack of centralised name for English wine ‘huge lost opportunity’

By Lisa Riley

Published: 09 July, 2018

The lack of a centralised name for English wine has been described as a “huge lost opportunity” and has spurred on research to unveil how to fulfil the category’s potential.

Homegrown fizz was struggling to compete with other bubbles due to it having “no core identity or brand name to unite the wines under one memorable name”, said Surrey-based agency - The Pull Agency.

“It has long been obvious that English sparkling wine is at a disadvantage to other wines, such as Champagne, and we strongly feel the lack of a centralised name for English wine is a huge lost opportunity," said managing director & director of brand strategy Chris Bullick, adding this was making the product more difficult for the average consumer to recognise and therefore market to.

To delve into the opportunities for English bubbles, the firm recently completed a research survey investigating what common perceptions are held by the British buying public about English wine.

The key findings of the ‘Under investigation: English wine as the consumer sees it’ survey will be revealed to the industry at an event next month.

The aim of the event was to reach a consensus on what can be done to put English wine on the map, making it better known and investigate how a lack of a core identity could be impacting its saleability, said Bullick.

“I have felt for a long time that English sparkling wine is hugely under-rated and misunderstood in its home country. We are hoping to unlock some insights into why that might be,” he added.

The event is taking place 2 August in Guildford at the Harbour Hotel.

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