Two of Britain’s biggest wine brands have admitted they could learn from other drinks categories.

Suppliers needed to look at spirits and beer activity and add value for wine consumers, said Simon Lawson, MD at Blossom Hill owner Percy Fox.

“Wine marketing has become a bit one-dimensional,” he said. “Brands have to produce a much stronger value proposition.”

Speaking last week at the launch of Accolade’s Wine Nation UK Report on sector trends, European commercial general manager James Lousada said there had been a reticence from brands to tinker with wine and its formats. “But if we can borrow a bit of what the spirits boys have done we can bring some energy to the category quickly,” he added.

Value sales of wine have risen 3% to £5.2bn [Nielsen 52w/e 1 October 2011] following price rises, but volumes have dropped 2.2%.