"The best return on investment for the wine business is NOT to “educate” wine drinkers about the features of the wines, but to make wine in general a more relevant part of their lives, and therefore one they will want to be involved with. This is about making wine more fun, less stuffy, easier to share, more relevant, popular and engaging. This is not the same as lowering prices and quality.

Let’s get our trainers on, hum some Pink Floyd and go out and make wine more rewarding too!"