Wine has thrived in its big export markets like the UK and USA for more than four decades on a wave of consistent and growing demand as the pool of wine drinkers has grown larger and their thirst has increased. But that era is at an end. There are fewer wine drinkers and they drink less (albeit arguably better). Our job today is not to cheer along a latent demand, but to create it from scratch. To inspire those who are not wine’s natural fans to buy a bottle. We need to convert the Stuart Heritage’s of the world, not gratify the Jamie Goode’s.