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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!

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