A blog and review on all things Sherry. It is about tasting, enjoyment and learning more about the World’s Finest Wine. "Sherry is a thoroughbred" as Javier Hidalgo rightly puts it. Included are the amazing local Brandies and the remarkably good table wines also produced in the province of Cádiz.
27.7.16 Fundador Improves Wine Tourism Offer; Promotional Aid for Sherry
Before its purchase by
Andrew Tan, Fundador was owned by Beam Suntory who were slowly selling off assets like the Palacio
Domecq (bought by an events company) and a sizeable chunk of Macharnudo
vineyard (which went to Estévez). But things are changing. Buoyed up by the
recent international successes of their Sherries and brandies, the firm is working
on recuperating its former glory with new projects linked to wine tourism.
Bodega la Mezquita
The bodega, which was founded in 1730, is
planning to commemorate its tercentenary, a landmark event which it wants to
celebrate in advance with Jerezanos and visitors, for whom they will re-open
the doors of the El Arroyo bodega complex and upgrade the offer in line with
the times. There will be a tour through the history of some of the most
emblematic bodegas of the area: El Molino, the first to be built, the enormous La
Mezquita, built in 1974 to celebrate 100 years of Brandy Fundador, Los
Claustros, which is kept for large celebrations, and more.
Another historic bodega, La Luz, where Fundador
was born, has been converted into a museum with exhibits like photos of famous
people, awards, old labels, old carriages and stable equipment for the Terry
horses. Next to this, a recently constructed wine tourism centre with a shop will
open during the Fiesta de la Vendimia. It is suitable for tastings of Sherry or
the Bristol Cream cocktail with ice and a slice of orange, or the Fundador mojito,
which the bodega offers to visitors.
Castillo de Macharnudo
Access for visitors is currently at the Puerta
de Rota, but Fundador has begun works to facilitate access to a new oeno-gastronomic
centre in the Calle San Ildefonso – a continuation of the Cuesta del Espíritu
Santo – in the form of a tabanco or Sherry bar. They are also working on a
similar development at the Castillo de Macharnudo which overlooks the El
Majuelo vineyard. In fact, on Saturday there will be a gala here celebrating
the tenth anniversary of the Ruta del Vino y del Brandy de Jerez, which will be
an opportunity for the trade to see for themselves Fundador’s upgraded
commitment to wine tourism.
While Brexit is viewed
with both surprise and dismay in Jerez, all may not be lost. European Union funding for the
promotion of agro-alimentary products from member states in third countries
would be able to be used to at least partially compensate for the losses predicted
in the UK market. At least once the UK has actually left, but there will be a couple of years of difficulty till then.
Consejo Director, César Saldaña, said “these funds
would at least partly compensate for the negative effects of Brexit, especially
when you take into account that the UK is the market in which we spend most,
being the largest export market.” He pointed out that the value of Sterling has
already fallen, making European products more expensive. To this could be added
the expected impoverishment of the British people as taxes rise and levels of
consumption fall. The first taxes to rise will inevitably be on alcohol and
tobacco, but this will most seriously affect cheaper products, and Sherry is
now selling at more up-market prices.