NewsBy Sarah NeishFells MD Euan Mackay tells Sarah Neish what it takes to succeed in the UK market – and why winning over the on-trade requires some razzle-dazzle. The look and feel of the wine bottle needs to be simple and clean. Exceptional valueIn the UK, Mackay stresses, “it’s all about value, which is something that needs to be proved at every tier, whether that’s entry-level or fine wine”. “It’s about making sure our business is agile and staying relevant to what’s going on in the UK market. Cinematic on-tradeThat distinction is fundamental, as the on-trade, according to Mackay, simply doesn’t work without a touch of the old razzle-dazzle.