Monday 7 January 2013

7.1.13 Canada Agrees with EU to Recognise DO Sherry


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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