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UK Wine Show 69 Mike Rogers of Philglas and Swiggot

This show was published 21 September 2007


Mike Rogers, with his wife Karen Rogers, is owner of award-winning independent wine merchant Philglas & Swiggot. Established in 1991 there are now 3 stores in London in Marylebone, Battersea and Richmond. There are 8 employees, full and part time and the key criteria for staff is a friendly personality to build a rapport with customers. Staff are encouraged to expand their wine knowledge but do not have to possess specific wine qualifications.

When they set out their philosophy was to be more friendly, more helpful, more down to earth than the traditional old school wine merchants. In today's market where supermarkets dominate the focus is on quality as their prime concern so that people know they will get something really good when they shop at Philglas & Swiggot. Their range also has to have interest, offering wines customers won't find elsewhere and encouraging more adventurous drinking. While they do import a small quantity of wine they mostly source their wines through importers. To stock the top wines they buy wholesale from the appointed agencies for the top producers. Because the relationship is with the importer not the producer they can shop around a bit - this means for example if a producer has a poor vintage they can easily switch to a different producer to get the best quality that year.

The average customer is in their 30s, well-travelled, into food and, of course, into wine. The range starts at £6 and the average price is around £15 a bottle.

In terms of sales France ranks no.1 followed by Australia and Italy.


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The UK Wine Show is sponsored by ThirtyFifty. Our team of wine tasters are busy entertaining and educating UK consumers to help them get the most out of wine.


The music used for the UK Wine Show is Griffes de Jingle 1 by Marcel de la Jartèle and Silence by Etoile Noire.

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