The Consejo Regulador wants to take advantage of the better
state of the Sherry business to give a new push in the generic promotion of Sherry
wines. Promotion in the various markets has amounted to very little over recent
years due to the drastic reduction in the budget. The prolonged dip in sales,
the economic crisis and internal industry disputes (which appear to be solved)
provoked a slimming-down of the Consejo’s finances, and now is felt to be a
propitious time to make an extra effort , what with the better atmosphere in
the business and rising interest in Sherry in world markets.
The bodegas are currently paying the Consejo 0.24 centimos per
bottle towards the promotional budget, a figure which is "ridiculous" when
compared with other Denominaciones de Origen such as Rioja, where bodegas pay
2,65 centimos (more than 10 times more), or Rias Baixas where they pay 2.35
centimos. These contributions will have
to rise if Sherry is to regain lost ground.
2.65 centimos is not 'more than 100 times more' than 0.24 centimos. It is about 10 times more.
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