Advertising guru’s wine goes on sale

Labelling them as “en primeur on steroids”, advertising mogul Sir John Hegarty has teamed up with online retailer Naked Wines to sell his own wines from the south of France,

Naked Wines started selling Hegarty’s wine last week through its sales channel Advance Bookings, the wine for which will come from the 25 hectares of vineyards that he owns in Carcasonne.

Hegarty said of the partnership: “Independent winemakers were an endangered species before Naked Wines came along. Their en-primeur on steroids model means that talent rather than marketing budget is the killer app for small winemakers.

“It’s such a simple idea, I wish I’d thought of it myself,” added Hegarty.

Customers can currently book six bottles of the Hegarty wines for £7.55 a bottle, a 40% saving on the usual retail price

For a full interview with Hegarty, pick up a copy the April 2010 issue of the drinks business.

Jane Parkinson, 13.12.2010