It started off a few days ago as a bit of banter on Twitter but it would be a great shame if it ended up in the bottomless pit of unrequited tweets. The idea was – is? – that there should be an English Sparkling Wine Day. Like most ideas, it has multiple sources. I (@BritishWino) happened to be glancing at some tweets and was totally surprised to find that it was #worldchampagneday. Without thinking I wrote: “Apparently it is #worldchampagneday today. Remind me when it is #EnglishSparklingDay. Did I miss it . .?”
Instead of becoming instant history as most tweets do, it was picked up by others including @abecketts, @didier_pierson and EnglishWineJobs who urged that we should pick a date suggesting November to catch the Christmas rush. Others followed including the redoubtable Stephen Skelton (@SpSkelton) who suggested April 23 which is not only St Georges Day but Shakespeare’s Birthday as well, a double celebration of England’s best. And we can make that a triple if we include our sparkling wine which has been winning gold medals all over the world yet is under-appreciated in its own country. That date seemed to find general favour.
England, of course, is not the only place in the UK producing excellent sparkling wine. There has been a strong revival in Wales where Ancre Hill of Monmouth has won top prizes in Italy and China as well as at home. But vineyards in England seem to want to market their wine as English Sparkling just as Wales is trying to create its own distinctive brand. Maybe Wales could do something similar on the same day or at a more appropriate time. Or else the two countries could decide on another date such as the birthday of Christopher Merrett, the Gloucestershire inventor of what the French call the methode champenoise.
Paul Langham, chair of United Kingdom Vineyards Association at his aBecketts vineyard in Wiltshire
So what next? There is clearly a lot of mileage in a day dedicated to English fizz. If properly marketed by individual vineyards and their trade bodies like The UK Vineyards Association and English Wine Producers it would give restaurants, pubs and off licences an opportunity to test the water, sorry, the wine without undue expense – especially if they were to promote it by the glass. As it is the first time it has been done it might attract media attention, not least, social media and there could perhaps be a prestigious lecture on the history and prospects for Albion’s fizz.
What do all you vineyards out there think? Do give your views through Twitter or email me at email@example.com and I will pass on your views – or post a comment below as I have now re-opened the comment slot in the hope it won’t be spammed out of existence again.
Discussion time among the vineyard gurus
This year looks likely to be a record for vineyards in England and Wales – the second successive good year after a disastrous 2012. The question is what to do about it if, thanks to increased plantings and favourable weather, we are entering a period of surplus. So far premium sparkling wines, winning gold medals regularly have been very marketable but most vineyards exist by selling from the cellar door often at inflated – oops sorry – premium, prices because customers have been happy to pay extra for the novel experience. I have encountered a lot of good wines as well as overpriced ones on my travels including sub-optimal English reds being sold for £20, £30 and even £50 to punters about to be hugely disappointed (including me . .). I have grown to love UK wines but they won’t be loved by the general public until prices come down a bit.
As vineyards enter the new era they will encounter not only the still prevalent psychological barrier among consumers (and merchants) against English and Welsh wine but the real barrier of price. Having spent a year drinking mainly UK wines and regularly asking dumb-struck restaurant waiters and bartenders for English and Welsh wines (unsuccessfully) I know the problem only too well. Maybe it is best summed by one gastropub owner saying: “There is no way I can pay more than £5 a bottle and hope to make a decent profit”.
So it was with great interest that I attended yesterday’s workshop organised by the UK Vineyards Association (UKVA) to map out a strategy for the future.
It was held in the beautiful 650-year-old Vintners’ Hall in the City of London where as you go in you pass a painting of a 17th century wine merchant Van Dorn who was famous for drinking four bottles of wine a day and looking none the worse for it, well in his painting.
Dozens of ideas were put into the pot including the need for strong governance, profitability, collaboration between growers, recognition of excellence, educating the young, a centralised web site, a single body to represent the industry, product placement, promotion by tourist boards, brand ambassadors, enforceable quality standards and sustainability (for profits as well as the environment) and so on.
There was a general feeling that the sparkling sector should develop its own personality and not ape Champagne. Instead of trying to dream up a single word “brand” everyone seemed happy to use “English Sparkling” not least because the word England is a strong selling point abroad – though Sussex likes the alliterative “Sussex Sparkling”.
There are two big gaps. We are supposed to be living in the age of Big Data but neither the government nor the industry actually knows how may vineyards there are nor what current sales are. It is left to the redoubtable Stephen Skelton to estimate- in the UKVA house magazine The Grape Press – that wine produced from UK vineyards in 2014 could reach 6.4 million bottles compared with a ten year average of 2.95m bottles. This sounds huge but UK production, with a good product to sell, still accounts for barely more than one per cent of the domestic market. Other industries would kill to be in that position.
Where the industry has been painfully slow is producing an app for smart phones that could tell you how far you are from the nearest vineyard, opening times with “buy” buttons and also able to snap wine labels which are recognised and stored in a central database. The aim would be to produce a community of UK wine drinkers exchanging experiences. It turns out that vineyards in the south-west will soon have an app of their own and all credit to them. The problem is that it only works for the South-west when there should be one for the whole UK. And, they are planning to charge £2.50 for it which, believe, me is a mistake as there is a huge reluctance to pay for this kind of app. It should have been free, funded by the vineyards who would get their payback from increased custom
That is but one example why the industry needs a single integrated entity to talk to government and the EU besides acquiring a funding mechanism through a bottle levy (discussed for years but never implemented) so the necessary investment can be made. I am a big fan of UK wines sparkling and still. Vineyards have a great opportunity to make a serious contribution to the UK economy – but they need to get their act together quickly not least by using increased output to lower prices. If they don’t do it the market will do it for them in a merciless manner.
Victor Keegan @BritishWino, @vickeegan