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Producers 'must do more to help retailers'

Published:  30 April, 2010

Wine producers must work harder to understand the retailers who sell their products, according to one of the USA's most widely respected wine sellers.

Michael Yurch, president of Sherry Lehmann in New York City, said consumers rarely encountered poor wines and producers had to work harder to help differentiate their products.

Speaking at this week's Fine Wine 2010 conference in Ribera del Duero, Yurch said: "It's more important than ever before to discuss the characteristics of the region, whether it's cuisine or tourism, and a lot of that involves coming to the market, or working with the press.

"I walk the vineyard - it's very important that producers come and walk the market. I need to understand what you're doing and you need to understand what I'm trying to do.

"The consumers want to meet you all, they need to know you, and it's an invaluable tool. Quality is not enough any more. Quality is almost assumed. Scores are not enough. By now most wineries have at least a couple of good scores."

Yurch said there has "never been so much fine wine in the world" but consumers faced a "daunting choice".