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online and with their mobiles . We recently also developed a generative AI advisor on our website that answers customers ’ questions and provides advice and
recommendations about wine .”
Commitment to quality
Moving to a new site allows Yapp Brothers to continue its drive towards more sustainable practices . The wine industry has suffered from climate change in recent years , with changing weather conditions and water availability in key regions impacting growth , quality , and harvesting of grapes . To mitigate its own environmental impact , Yapp focuses on being as sustainable as possible in its operations .
“ Our energy use is low , and we try to keep it as efficient as possible ,” adds Tom . “ We ’ re working on installing solar panels on our roof , we use electric forklifts in our warehouse , we ’ ve signed up to packaging compliance , and we encourage our winemakers to adopt organic farming methods . Our goal is to become essentially Net Zero across our operations in the new site and , more broadly , I ’ d love us to work towards B Corp certification or something similar .”
Tom ’ s ambition shows that the same pioneering spirit that established and grew Yapp Brothers in the early years remains alive and well . Despite industry challenges , he and the team remain confident they can stay true to this approach while ensuring the business remains one of the UK ’ s foremost wine merchants .
... you ultimately must be providing wine that ’ s pleasurable , great , and exciting for people to drink
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“ You have to keep the DNA of what ’ s made the company successful in the first place but still be willing to adapt , seek out new products , and find new ways to deliver for customers ,” he affirms . “ We ’ ve several core areas of focus . I ’ d like to achieve bonded status for our warehouse so we can import and store wine for private customers and other merchants , we ’ ll develop our services and look at new opportunities in areas like low and no alcohol wines , and we ’ ll continue to drive our sustainability efforts . Beyond that , it always comes back to quality . You can focus on price , packaging and marketing , or other factors but you ultimately must be providing wine that ’ s pleasurable , great , and exciting for people to drink . That never changes .” ■
www . yapp . co . uk
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