Consumers must be top of wine trade's agenda

Following an onslaught of reports on how the wine trade needs to better engage with consumers, Harpers today launches its Get Engaged campaign.

At the recent consumer forum, we heard from a wide range of experts from both inside and outside the drinks trade, on what is or is not working in the way we talk to consumers.

The trade was criticised for alienating consumers through the use of complicated language, while wine aisles were lambasted for being difficult to navigate and haveing too much choice.

Harpers new campaign, Get Engaged, sets out to raise the debate around how well the trade communicates with consumers and looks to highlight best case examples both within and outside the drinks industry.

Inside this week's issue (December 16) you can find a full report on the first consumer forum Harpers held with wine consumer group WineOption.

What's more we have set up an open forum on the new Harpers Facebook page where you can share examples of what you see as good consumer campaigns, within or outside the drinks industry.