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

Started by Ryan Opaz · 9 months ago

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, consid ... Continue reading »

8 comments

  • RichardA

    1 year ago

    Ryan:




    I also recently posted about a Sherry marketing push being made in China. I read in the Grape Wall of China (<a href="<a href="http://www.grapewallofchina.com) " target="_blank" rel="nofollow">http://www.grapewallofchina.com) "><a href="http://www.grapewallofchina.com) " target="_blank" rel="nofollow">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.
    reply
  • RichardA

    1 year ago

    Ryan:




    I also recently posted about a Sherry marketing push being made in China. I read in the Grape Wall of China (<a href="<a href="http://www.grapewallofchina.com) " target="_blank" rel="nofollow">http://www.grapewallofchina.com) "><a href="http://www.grapewallofchina.com) " target="_blank" rel="nofollow">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.
    reply
  • RichardA

    1 year ago

    Ryan:




    I also recently posted about a Sherry marketing push being made in China. I read in the Grape Wall of China (<a href="<a href="http://www.grapewallofchina.com) " target="_blank" rel="nofollow">http://www.grapewallofchina.com) "><a href="http://www.grapewallofchina.com) " target="_blank" rel="nofollow">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.
    reply
  • RichardA

    1 year ago

    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.
    reply
  • boyce

    1 year ago

    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
    reply
  • boyce

    1 year ago

    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
    reply
  • Kevin

    1 year ago

    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.
    reply
  • Kevin

    1 year ago

    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.
    reply

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