|Cesar Saldana (centre) at the debate (foto:diariodejerez)|
Sunday, 29 November 2015
29.11.15 César Saldaña Looks at Sherry’s Traditional Markets
The Director General of the Consejo Regulador, César Saldaña led a debate on the evolution of the traditional markets over the last 80 years in the Scientific Symosium marking the 80th anniversary of the Denimonación de Origen at the Consejo’s bodega San Ginés yesterday. He was joined by representatives of those markets: the UK, Holland and Germany.
In the mid XX century these three markets took 79% of exports between them. Fluctuations in these markets took place in three key periods over the last 80 years: the period of warfare between 1935 and 1960, the golden age of expansion between 1960 and 1986 during which time Spain joined the EU and Nato, and the period from 1986 till the present day when sales slumped and EU grants dried up.
The crises of the mid and late 1980s brought desperate measures including the lowering of costs and the reduction of advertising due to the lack of external grants, and the image of Sherry collapsed. The period between 1993 and 2008 saw things improve until the world banking crisis put a stop to that with exports and consumption falling dramatically, and young people turned away from wine which they saw as an alcoholic drink for old people at Christmas.
Despite it all, César confesses to seeing “signs of change” thanks to the growth in “experts and people interested in wine,” protagonists of “an aspiration towards a future of growth, not only in volume but also in image, prestige, price and profitability. I don’t know when, but I’m sure improvement will only come if we continue to sell Sherry for what it is, a great wine.”