31st December 2012 was the date when Canada officially
recognised the Denominacion de Origen Sherry, leaving all the wine’s third rate
imitators unable to use the word on their labels. For a long time, the Canadian
market has been used to imitations from the US, South Africa, Australia, and even Canada itself which were undercutting
the price of the real thing, effectively stealing its market. Now, even phrases
like “Sherry style” cannot be used in labelling.
Canada imported 330,285 litres of (real) Sherry in 2011, 12%
down on 2010. Unsurprisingly, the Canadians are used mainly to the medium and
cream styles which are more easily imitated, but there is now a major
opportunity for real Sherry to be promoted and take advantage of the new
situation. Let’s hope the opportunity is acted upon quickly. A lot of education
will be needed, and careful promotion in the 13 Canadian Liquor Boards.
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