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

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

Kevin — Sun, 30 Dec 2007 20:02:15 -0000

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.

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

Kevin — Sun, 30 Dec 2007 18:02:15 -0000

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.

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

boyce — Sat, 22 Dec 2007 02:39:22 -0000

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

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

boyce — Sat, 22 Dec 2007 00:39:22 -0000

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

RichardA — Mon, 17 Dec 2007 12:44:56 -0000

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.

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

RichardA — Mon, 17 Dec 2007 10:44:56 -0000

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.

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

RichardA — Mon, 17 Dec 2007 10:44:56 -0000

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

RichardA — Mon, 17 Dec 2007 10:44:56 -0000