7.11.13 Sherry Takes Off in US; City Centre Improvement Conference

At last Sherry is beginning to see the fruits of its labours in the American market. The Consejo had decided to dedicate most of its promotion budget to the Anglo-Saxon world and most of that to the US, where events such as Sherryfest have helped sales to increase dramatically. The last few years have seen considerable promotional investment, totalling more than this year’s entire budget, which is a meagre 650,000 euros, due to the financial crisis.

Sales have grown by 12% and over a million litres of Sherry sold. Sherry is now to be found in shops, bars and restaurants as a result of the interest stimulated by Sherryfest in New York. The final coup de grace was the Grand Tasting which took place at the Astor Centre, with the participation of 25 bodegas and attended by 600 people, mostly trade or specialist press.  As Cesar Saldaña, director of the Consejo put it, “the idea was to make a noise, and we certainly did”. Tastings were held in 60 wine shops, restaurants promoted  menus married with Sherry and Beltran Domecq presented the translation of his book as well as lectures on Sherry.

A tasting at Sherryfest New York

The promotion is aimed less at the masses and more at the elite who have a better understanding of the complexities of Sherry. This year there was also a Sherryfest in Canada, and a welcome change in the law banning false “Sherries”. Although smaller, the Canadan event was equally successful and wound up with Sherry and food marriage dinners and a Sherry Cocktail competition.

A conference is taking place today in Jerez about what to do to stop the deterioration of the city’s historic centre. It is organised by the City Council and the official College of Architects of Cadiz. Ramon Gonzalez de la Peña architects are proposing a wider pedestrianisation scheme. They are also worried about what will happen to disused bodega buildings. Some have been successfully converted such as Valdespino in the Calle Ponce to the Official Language School, but others are in danger of collapse or tasteless supermarket conversions. It is to be hoped, however that the Sherry business can recuperate sufficiently to use these buildings again as they are ideal for that purpose, and not ideal for most other purposes.

There is pressure for housing, and so the centre must look better. Many residents left the centre in the 1960’s and many properties are now empty. Tradition must be respected but within the parameters of modern life. Another concern is the Ciudad del Flamenco, a project which has completely stalled. There is a great deal to be discussed  on the regeneration of a great city with such deep roots in wine and flamenco.