Sir; As an ex-retailer and
current supplier, I can easily understand the pressures of today's marketplace. However, I would agree with Pernod Ricard UK chief Jean-Manuel Spriet in that we need to maintain value, quality and long-termism in the category ('Spriet repeats call for responsible pricing', The Grocer, 9 September, p31).
It is a strategy that has delivered constant growth for a number of years, but it is a bit like searching for an answer to world peace.
It has taken the industry many years to gradually move people into higher quality wines. I would seriously question what message we are now portraying with deals offering wine priced between £3.99 and £7.99 and what damage we are doing to the future of the category.