Fedejerez (the association of bodegas) thinks that the worst
of the Sherry crisis has passed, and is encouraging everyone to get involved
and make Sherry a profitable business again. At the end of the Fedejerez annual
general meeting, the organisation’s president, Evaristo Babe painted a more
confident, optimistic picture of the situation after a difficult year, plagued
with difficulties.
At the post-meeting lunch and get-together hosted by Lustau,
attended also by the Confederation of Buisiness in Cadiz, the Agriculture
Department of the Junta and the Press, he pointed out that above any
differences between the various operators in the sector there is
unanimity in the need for radical change.
Jerez has a great patrimony and a great product, but needs to be more
profitable. He also pointed out that
there needs to be more generic promotion. Many bodegas prefer to invest in
their own brands, but Sherry itself
needs promotion. He said that the Sherry trade has been much reduced, and that
prices would have to increase, but the quality would justify that.
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