Local campaigns and activities will be channelled through the offices, which will be modelled on the likes of the Sherry Institute in the UK, Belgium and other traditional Sherry-drinking markets.
The move represents a shift of policy, with more attention being focused on the three markets, rather than traditional Sherry-drinking destinations like the UK, Netherlands and Belgium.
Fedejerez believes that in relatively undeveloped countries like the US, Canada and Japan, producers can double their exports during the life of the strategy.
The organisation is yet to release full details of the new campaigns, but Fedejerez director-general Bosco Torremocha said the aim of the strategy was to focus much more strongly on markets where Sherry enjoys a strong reputation and good sales growth potential.
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Excellent news. However , I am surprised and disappointed that no efforts to build a market in China are included in these initiatives. I believe that Sherry, particularily the Manzanilla , Fino and Amontillado styles , go extremely well with Chinese food, and the potential market is obviously enormous.
The quality these days of Sherry is quite extra-ordinary, at very modest prices taking into account the effort required to produce them.
Hopefully, something can be done to boost demand and halt the decline in sales volume. It is very sad to witness the ongoing destruction of old bodega buildings, which carry so much Spanish and British/Irish history, and are such a feature of this part of the World.
Nicholas Thorpe , El Puerto de Santa Maria
I can't think of anyone who knows Manzanilla or Fino who wouldn't choose it over some overpriced California fruit bomb, and yet many wine shops won't even bother to carry Sherry. Of those that do most think a few bottles of Bristol Cream and Dry Sack constitute a “wide selection”. I will be interested to see the manifestation of these efforts here in the US- hopefully it will be promoted as the stellar FOOD wine it is! I pray they don't push it as something snazzy for twentysomething ladies to order with some club soda and a twist at a nightclub!
Paul Tormey, Orrington, Maine, USA
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Excellent news. However , I am surprised and disappointed that no efforts to build a market in China are included in these initiatives. I believe that Sherry, particularily the Manzanilla , Fino and Amontillado styles , go extremely well with Chinese food, and the potential market is obviously enormous.
