The bodegas will have to pay 1 centimo per litre towards generic
Sherry promotion. This is about triple what they were paying before. The
bodegas pay about half of the Consejo’s promotional budget. The increase will
help fund other sectorial projects which will also receive funding from other
institutions, but CRDO director Cesar Saldana worries whether these
institutions will really be able to help given their own funding crisis. The
Consejo is also going to put support into the new Sherry Bar phenomenon and
also the tabancos, always providing that what they are selling carries the
Denominacion de Origen.
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