Don't be confused by the Dalek from Dr Who apparently menacing Jago. This picture shows four wine luminaries - Jago himself, Mike Ratcliffe, MD, Warwick Wine Estate & Vilafonte Vineyards, Piero Antinori, president, Antinori, and Cristian Lopez P, corporate director, Concha y Toro - at the culmination of Wine Vision 2013, held in the London Film Museum this week.
The conference's 'Big Debate' sought to answer the central question: Does the wine industry need to reinvent itself? Also, is it possible to decommoditize wine, and gain the industry a higher profile in the media and on TV?
Defending Tesco's promotional policy on wine against industry claims that UK grocery store prices are too low, and production unprofitable, Jago said: "Customers like things to be great value - we as an industry have great issues around trying to define what great value is. When there is an absence of clearly indicated value, or easily understood value, consumers revert to price."
"Discounting is an incredibly important part of how consumers buy. It's called promotions - consumer use it as a signpost to change brand shopping behaviors."
Jago said that if people asked him whether reducing the price of wine in a retail setting was good or bad, he would counter by asking them a question.
"Are they really clear about who they want to sell too - or have they just got some liquid that they've got to get rid of from their tanks? There's been discussion over whether we're in oversupply, under supply or in balance. And I think the answer is that we're somewhere in the middle of all three, depending on where you go and look for it," Jago said.
"There is a lot of wine that doesn't have homes to go to at the moment, and as a retailer we continue to be able to receive people through the door...and if I can make a credible margin on the sale of that wine, that's my job. We need to be really clear on routes of market, be that through a direct seller door model, wine clubs, the on trade, off trade, large or small retail environment.
"All of those have credibility, but running out of options because you don't have a clear business plan, then saying that the price in the current retail environment is too low, I regard as being a slightly contrasting conversation," Jago added.
Turning to Piero Antinori and Cristian Lopez, Jago rounded off his remarks by saying that great wines from companies like theirs were great touchpoints to help consumers understand the "limitless possibilities" of the world of wine, and start them off on that journey, given that 50+ consumers globally end up drinking red wine primarily, and have greater disposable income levels.
Here's a cross-section of the debate this sparked on Twitter, as well as further reaction to issues aired at the show on the social media platform.