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Barry Dick is the Bulk Sourcing Manager for Beers, Wines and Spirits at Waitrose & Partners. A qualified Master of Wine and winemaker, Barry’s career blends scientific expertise with business acumen. He holds a degree in food science, an MBA, and a winemaking diploma from the University of Adelaide. His experience spans winemaking in various countries and UK retail with significant multiples. He now focuses on bulk sourcing and sustainability at Waitrose, where he recently completed a Business Sustainability Management course at the University of Cambridge.
Through this article, Barry Dick, Waitrose & Partners’ Bulk Sourcing Manager for Beers, Wines and Spirits, examines the dynamic changes impacting the wine industry. He discusses evolving consumer trends, including moderation and mindful consumption, the critical need for sustainable practices, and how technology revolutionises wine sourcing, retail and customer engagement. UK Wine Consumer Trends: A Shifting Landscape and Evolving Preferences Over my 25-year career in the wine industry, the past two years have witnessed the most dynamic shifts in UK consumer behaviour. Previously, trends often originated in the on-trade sector, with wines like Malbec or Prosecco later gaining mainstream popularity. Wine enjoyed consistent growth within the alcohol market, driving retailers to expand their offerings. Classic wine regions provided familiar benchmarks for consumers navigating price and selection and consumers generally adhered to their preferred alcohol categories. Non-alcoholic wine options were limited. “My goal is to balance achieving the best possible outcomes for Waitrose while respecting the realities of wine production, fostering collaborative relationships and ensuring consistently high-quality products” However, several significant changes have impacted the market. The wine segment is now part of a broader drinks category, reflecting a decline in wine’s exclusive dominance. Moderation is a key driver, with many consumers reducing or eliminating alcohol consumption for cultural, health or personal reasons. This has fueled the growth of the “buzz” market, where sophisticated non-alcoholic alternatives compete with alcoholic beverages, offering similar sensory experiences. Consumers now fluidly switch between drink types, enjoying wine one day, spirits or beer another and often incorporating non-alcoholic options. Mindful consumption is also a rising trend. Consumers increasingly seek authentic, premium wines with a compelling story. The widening wealth gap has affected the classic premium wine market, making highly sought-after wines unattainable for many. This necessitates reevaluating retailers’ category spaces and wine descriptions to align with evolving consumer needs. The wine industry is currently experiencing a period of rapid and exciting change. Technical Expertise in Retail: A Balanced Approach to Quality and Sourcing My winemaking and technical qualifications provide a strong foundation for managing wine quality and product development in retail. My experience spans the entire wine supply chain, from vineyard to bottle and beyond, giving me a deep understanding of the critical points influencing quality. This comprehensive perspective allows me to identify key focus areas and prioritise accordingly confidently. Simultaneously, I recognise the constraints faced by our suppliers. My goal is to balance achieving the best possible outcomes for Waitrose while respecting the realities of wine production, fostering collaborative relationships and ensuring consistently high-quality products. Sustainability and Commerce: A Necessary Balance for the Future of Wine Balancing commercial objectives with sustainable practices is crucial, as the long-term health of the wine industry depends on a healthy planet. At Waitrose, we’re committed to satisfying our customers while prioritising environmental responsibility and product excellence. This balance presents challenges, particularly in maintaining competitiveness, but innovation, understanding, and technological advancements offer solutions. Lighter glass bottles and thoughtfully designed labels exemplify how sustainability and appeal coexist. We’re pushing boundaries in sustainable farming, particularly regarding agricultural inputs, demonstrating that environmental stewardship and productivity can go hand in hand. As consumer awareness of the impact of their purchasing decisions grows, demand for sustainable products will increase, driving further change in farming practices. With its inherent connection to nature and direct experience of climate change, the wine industry is uniquely positioned to lead this transition, offering consumers a better experience while building a sustainable future. Tech’s Impact on Wine: Enhancing Experiences and Streamlining Sourcing Technology and AI are poised to revolutionise wine sourcing and retail, facilitating connections between buyers and producers while enhancing customer experiences. For successful brands, every customer interaction matters, and technology offers ways to enrich these touchpoints, boosting engagement. It promises a more seamless and enjoyable purchasing journey while optimising the supply chain. Wine’s rich history and storytelling potential can be amplified through technology, enabling brands to communicate their unique style and relevance effectively. This, in turn, empowers consumers to receive personalised information tailored to their individual preferences and needs.