This month, Trade People talks to Ross Blackburn from United Wine Merchants. Ross has a passion for wine and was recently promoted. Had fate not twice intervened in his career choices, however, he might have taken to the skies as a pilot instead.

What is it that you do for United Wines and how did you get involved?

I joined United Wine Merchants in August 2007 as business development manager for Northern Ireland. My main responsibility was growing volume on key accounts by driving sales of our superb range of agency brands including McGuigan’s Black Label, Wolf Blass and Kulov Vodka. In May, I became key accounts manager for Ireland overall. Essentially the role is the same only now I’m operating on an all-Ireland platform and I am enjoying the challenge immensely. I’m no stranger to the licensed trade, having joined Irish Bonding Company as a salesman back in 1976. From there, I moved to Bass Ireland Ltd (latterly Inbev) in 1979 assuming the role of regional sales manager before I joined UWM four years ago.

What do you enjoy most about your career?

Having spent 31 years in the brewing industry, I learned a lot about beer; I’m now enjoying the challenge of increasing my knowledge on wine. Since joining United Wine Merchants, I have gained my WSET Intermediate Certificate and my WSET Advanced Certificate (both with distinctions!) and am currently studying for my WSET Diploma in Wines and Spirits.

And what frustrates you most about your daily work life?

The most frustrating thing I find is that brand owners pander to the UK multiples and discounters and ignore to a degree the established wholesale channel. It’s almost as if they are taking the approach that they can access the consumer via the front door and the trade via the back door.

What was the first lesson you learned in business?

When I first went into the business, my uncle was sales director of a very large carpet wholesale business. I remember him telling me, “If you don’t look after your customers, someone else will”. I truly believe this.

What do you consider to be your greatest achievement?

Apart from my recent promotion (at the age of 59!) I think my greatest achievement was in my previous employment leading a dynamic ‘Take Home’ team which grew sales of their leading lager in the off-trade from an 18 per cent market share to 31 per cent over a four-year period, thus taking the brand to the number one lager in Northern Ireland.

How do you think your customers would describe you?

I’d like to think my customers would describe me as honest, dependable and a man of high personal integrity, able to see opportunities not only from my company’s perspective but also through the customer’s eyes. ‘Walk a mile in my shoes’ as Ghandi said.

What do you consider to have been your greatest mistake?

With the benefit of hindsight undoubtedly my greatest mistake was turning down opportunities, as I previously declined two different positions in England. Both would have been a chance to further my career but thankfully, things have worked out for the best and I’m very happy in my new role with United Wine Merchants.

If you could have had another career, what would it have been?

A pilot; at 15 I went for a ‘Test in Advance’ to the RAF pilot selection centre and got through. They advised me to complete my ‘A’ levels and then apply for a scholarship but in the interim, I grew somewhat. They have a height limit of 6’2″ and as I was 6’4″ I failed my medical. However all was not lost and I successfully applied to British Airways. Then fate stepped in again and just five weeks before I was due to commence my training, I was involved in a road traffic accident which resulted in the loss of vision in my right eye.

What is your personal ambition?

My personal ambition is to follow in my father’s footsteps and live to be a healthy octogenarian. Without your health, other ambitions are difficult, if not impossible, to achieve

What’s your favourite wine?

I have always had a preference for old world wines, in particular French (Côtes du Rhône) and Spanish (Rioja). I am fortunate in that United Wine Merchants are agents for one of the great Rhône producers – Guigal. I particularly enjoy his Gigondas. Similarly with Spain where we represent Marqués de Cáceres whose Rioja Reserva is excellent.

Ross Blackburn is business development manager for United Wine Merchants in Belfast.

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