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Save the date 18-19 October 2021

Magnavai Janjo

Magnavai Janjo

Sales Director at MJ Wine Cellars

I’ve been working in the UK wine industry for about 13 years, covering all aspects of wine trade from retailing to on/off-trade sales, but also dipping into wine production. I recently set up an independent wine company which offers both wine education and UK-based wine importation services. I’m also a Master of Wine student, and a self-confessed wine nerd!

"The Benefits of a More Diverse Wine Industry"

For the last 10 years or so, going as far back as the banking crisis of 2008, most sectors of the wine trade have suffered. Sectors which are seen to excel are more an exception, rather than the rule. Prosecco has been a phenomenal success, but even that curve is beginning to flatten. The wine industry has long wrestled with the challenges of re-inventing, modernising, and promoting itself to a younger audience, while our cousins in the spirits and beer industries have easily embraced and adapted to the modern society in which we all trade. Of course, it’s easy to site beer’s relative ease of production when compared to wine, and spirit’s versatility as a cocktail ingredient; but are we as industry missing the bigger picture?

Studies from the US have shown that younger audiences continue to view wine as “dad’s drink” as well as being “uncool”. I argue that we can no longer afford to keep wine as an elite club and must find a way to diversify our target audience. We only need to look to the success of other alcoholic beverage categories, to see the correlation between sales figures and their marketing campaigns.

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