I really love Catavino – it’s such an informative and innovative source of information on Spanish & Portuguese wines. The food of the region is key, but it’s just as vital to know about the great wines available too. This is the place to find out!
Jose Pizzaro http://www.josepizarro.com

Sherry to invest €2.8m in marketing sherry to new markets! Will they get it right?

Cold Tio Pepe

A few days ago, I came across a story aboutSpain’s investment in Sherry wine in Decanter. After reading it, I thought to myself, “Damn, that there is a good idea!” The main markets targeted in 2008 are the US, Canada and Japan. Makes sense, considering that they are all up and coming wine consuming nations with enormous potential. And having spent a long weekend with the staff and officials of DO Sherry, we know that they’re open and welcoming personalities who would be just what the doctor ordered to successfully promote Sherry.

To be clear, I don’t have a clue as what they are planning, and I’ll be the first to admit rabid curiosity, but I sure as hell hope that a big chunk of this goes to social online marketing! In Spain, this area is untouched, and with the response we’ve seen in the US and Japan to new internet media, success is guaranteed if they use it. Granted, I’m not holding my breath, but I am hoping and praying, because we love Sherry and want to see them succeed.

So I want to ask all of you out there, many of whom have a good background in non-Spanish wine markets, what do you want to see? What would you do if you have 2.8 million Euros to spend on revamping the image of Sherry? I’ll make sure the D.O. themselves see this, because it would be great to get some good ideas from the wine-o-blog-o-sphere and a bunch of wine bloggers.

My wishes would include a non-flash based website that was easy to find information on. A series of Youtube videos that encouraged people to make their own. And finally, a blog! I don’t know of any (please point me to one) wine regulation groups that currently blogs about the state of their industry. I know that people would appreciate it, along with the opportunity to both ask questions and get answers directly from the winemakers. I want Sherry 2.0! Anyone else?

Please add your ideas in the comments!

  • RichardA

    Ryan: I also recently posted about a Sherry marketing push being made in China. I read in the Grape Wall of China (<a href="http://www.grapewallofchina.com) “>www.grapewallofchina.com) that China just created a Greater China Sherry Association. Cesar Saldana, president of the Jerez-Xeres-Sherry DO, attended a special Sherry dinner in honor of this new group. Saldana stated he had plans to increase the presence of Sherry in China but nothing was specific was given. It seems unclear whether this is a different program that that operated by Fedjerez.

  • RichardA

    Ryan: I also recently posted about a Sherry marketing push being made in China. I read in the Grape Wall of China (<a href="http://www.grapewallofchina.com) “>www.grapewallofchina.com) that China just created a Greater China Sherry Association. Cesar Saldana, president of the Jerez-Xeres-Sherry DO, attended a special Sherry dinner in honor of this new group. Saldana stated he had plans to increase the presence of Sherry in China but nothing was specific was given. It seems unclear whether this is a different program that that operated by Fedjerez.

  • RichardA

    Ryan: I also recently posted about a Sherry marketing push being made in China. I read in the Grape Wall of China (<a href="http://www.grapewallofchina.com) “>www.grapewallofchina.com) that China just created a Greater China Sherry Association. Cesar Saldana, president of the Jerez-Xeres-Sherry DO, attended a special Sherry dinner in honor of this new group. Saldana stated he had plans to increase the presence of Sherry in China but nothing was specific was given. It seems unclear whether this is a different program that that operated by Fedjerez.

  • http://www.passionatefoodie.blogspot.com RichardA

    Ryan:
    I also recently posted about a Sherry marketing push being made in China. I read in the Grape Wall of China (www.grapewallofchina.com) that China just created a Greater China Sherry Association. Cesar Saldana, president of the Jerez-Xeres-Sherry DO, attended a special Sherry dinner in honor of this new group. Saldana stated he had plans to increase the presence of Sherry in China but nothing was specific was given. It seems unclear whether this is a different program that that operated by Fedjerez.

  • boyce

    I was at the dinner with Saldana and he said that some of the measures being considered are media training in China, joint promotion of Spanish culture (Flamenco dancing and so on) and Sherry, and taking Chinese wine professionals to study Sherry in Spain. I hope to hear more about this soon. Cheers, Boyce

  • http://www.grapewallofchina.com boyce

    I was at the dinner with Saldana and he said that some of the measures being considered are media training in China, joint promotion of Spanish culture (Flamenco dancing and so on) and Sherry, and taking Chinese wine professionals to study Sherry in Spain.

    I hope to hear more about this soon.

    Cheers, Boyce

  • Kevin

    If these guys want to spend a ton of money to improve the image of the region and the wines, I'm all for a concerted education effort including lots of on-line elements to spread the word across international borders. As a US retailer, I notice a great deal of hesitation amongst my peers regarding the stocking and selling of Jerez wines. We sell lots of Jerez (it's Javier Hidalgo who says "Don't call it Sherry. Thats what your grandmother drank. call it Jerez."…another good suggestion) in our store because we know it and love it. Retailers who don't already have a taste for the wine will be less inclined to buy and recommend it to their customers. Also…they could put real effort into standardizing the bottling date info on Manzanilla and Fino so it's easy to find a fresh bottle, and while they're at it, dedicate some of the money to buying back stale Fino, thereby reducing the importers risk, insuring that the wines in the market are pristine and demonstrating that they are serious about improving quality and public perception. This, of course, is a fantasy, so while I'm at it, they could fly a bunch of us over there for a little, ahem, education. Dream on.

  • Kevin

    If these guys want to spend a ton of money to improve the image of the region and the wines, I’m all for a concerted education effort including lots of on-line elements to spread the word across international borders. As a US retailer, I notice a great deal of hesitation amongst my peers regarding the stocking and selling of Jerez wines. We sell lots of Jerez (it’s Javier Hidalgo who says “Don’t call it Sherry. Thats what your grandmother drank. call it Jerez.”…another good suggestion) in our store because we know it and love it. Retailers who don’t already have a taste for the wine will be less inclined to buy and recommend it to their customers.
    Also…they could put real effort into standardizing the bottling date info on Manzanilla and Fino so it’s easy to find a fresh bottle, and while they’re at it, dedicate some of the money to buying back stale Fino, thereby reducing the importers risk, insuring that the wines in the market are pristine and demonstrating that they are serious about improving quality and public perception. This, of course, is a fantasy, so while I’m at it, they could fly a bunch of us over there for a little, ahem, education.
    Dream on.