“My parents were both into wine and, like so many kids (in traditional wine-producing countries), I was started on the juice by mixing with water,” he says.
“My father suggested the wine trade on the basis that: ‘In a recession, everyone keeps drinking wine.’ That was his logic.” Carter pauses and coughs.
He did a basic WSET course and started in trade publishing on the fresh produce side. In 2007 he joined Brintex as a sales manager. Carter says: “What I love about wine is that there are so many subjects covered by it. Geography, geology, chemistry, horticulture.” He adds: “I’m a bit of a jack-of-all-trades.”
Asked what his hobbies are, Carter replies: “I like brewing beer. I like American pale ales, bitter stouts, IPAs.”
There’s a pause as he decides whether to reveal it. “I frame pictures…” Explain. “I’d come back from travelling with boxes of things I wanted to frame. So, I went on a course and have probably saved thousands of pounds. I had postcards from Vietnam. It would have cost a hundred times more than they are worth to frame them. I have a certificate of authenticity for Cuban cigars which I framed.”
ON THE AGENDA
What else would he like to do? “See more of India. I find it fascinating and captivating and the people are so genuine. I’m not superstitious so I don’t believe in luck. Things have turned out to my satisfaction so far.”
What about dislikes? “What I dislike is being asked to choose the wine by all my friends every time we go out and then getting comments when they’re dissatisfied,” he says, slightly huffily.
As to what he would like to change, Carter says: “The wine trade is well established and sizeable but it lacks modernity. We need to embrace the digital age. There are so many things to know about with wine, so many products, so much information.” Which prompts a plug for the show’s latest development – its link -up with Bottlebooks.
Carter also feels that, while the UK is a mature market for wine – “the second largest wine market in the world” (another plug for the UK and the importance of the show) – he believes there is an “immature appreciation of wine based on the (low) price point”.
Carter rejoices in the sheer breadth of choice for UK consumers, yet his frustration is their obsession with price, as in the cheapest or most discounted.
But he feels that other countries still look to the UK as the “litmus test” for success. Although LWF has dropped the ‘I’, as in ‘international’, it still gets visitors from abroad. Scandinavia in particular – which accounts for 13% of foreign visitors, in fact.
So, as politicians vie over whether the UK is going to leave the EU or not, maybe they should consult with Ross Carter, should the Brexit xenophobes get it.
THE LONDON WINE FAIR
Dates
Tuesday May 3 to Thursday May 5
Venue
Kensington Olympia, Hammersmith Road, Kensington, London W14 8UX
