SALES AND MARKETING
In conversation...
dS e T
andbach
The Oxford Wine Company is an award-winning independent wine merchant that has evolved from relatively humble beginnings to boast a highly successful wine school, a team of expert advisors, a flourishing wine café and a chic piano bar. Knowing that wine is more than the liquid in the bottle, Ted’s son Will has added wine tourism to the business portfolio. VIND is a unique website for exploring the world’s best vineyards in England and abroad, and Vineyard finds out more. The Oxford Wine Company
Recently named as number three in Harper’s Top 50 Independent Wine Merchants 2020 we are proud to offer a high quality, diverse and interesting range of wines supported by advice from highly trained staff – and this includes wine from England. If fact, we are all huge advocates of English fizz and do our best to market and support the local industry.
How has the Covid-19 pandemic impacted your business? We have seen a massive increase in our online sales – which has basically saved our bacon – as previously 75% of our business was to the trade. The five shops have done really well too, and all this has opened up a whole new audience. We now need to capitalise on this and ensure we do not lose them when life returns to normal. We have seen such loyalty for buying local and almost everyone I speak to has expressed a desire to support local businesses of all descriptions.
The English listings
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We have about 40 sparkling wines from 15 or so producers and a further 15 still wines. Unfortunately, there is still some poor quality wine about so we must sort out the wheat from the chaff, but we aim to keep improving and evolving the range. We have a group of buyers and meet weekly to assess new samples and taste in clinical conditions. We are looking at a wide variety of styles and price points, but quality (and price ratio) is always the most important factor. We have had two MW wine buyers and now our head of marketing, Emily Silva is taking her MW exams too. We also have seven WSET diploma holders and a wine educator – so there is no shortage of tasting skill and experience.
How can producers help you sell their wines?
It makes such a difference to the customers to hear the vineyard story and taste the wine with the producers, so personal appearances and specialist wine tastings are always the best way to promote a wine.
The future of English wine?
I think the future is very encouraging – Bacchus is the still wine star at the moment but there is a long way to go, and global warming could throw up some interesting possibilities. Larger plantings may help to keep the price affordable – this is currently the main issue for us.
Favourite wines
Rathfinny and Nyetimber do well in the trade, and my personal favourites are Rathfinny and Gusbourne – the everyday cuvées are excellent and regularly beat Champagne in our blind tastings.
Other than wine, what interests you?
Rugby and watching the Exeter Chiefs, long walks followed by a decent pub lunch, scrabble, gardening and getting away to the Caribbean or our cottage in Devon.
