The Consejo plenary has decided to boost its education
and promotion strategy to try and squeeze more out of its budget, which is much
smaller than that of many other DOs. Sherry is in good health with considerable
growth in its global prestige and sales of higher value, a sign that they are
doing things well. Unfortunately, roughly half the Consejo’s income, that which does not come from
public funds, comes from a quota on the liquid volume of sales which is still
in decline, and promotional funds have therefore declined in line with them.
This year’s budget is 1.372.000 euros, a 3%
drop on that of last year, simply because of falling volumes. (Rioja’s total 2017
budget is 16.48 million) The bodegas pay a quota of 2.5 céntimos per litre sold
while the growers pay 0.5 céntimos per qualified kilo, but the plenary has decided
that the growers should have say in how the budget is spent. A committee consisting
of representatives of bodegas and growers will be set up to examine existing
strategy and study other possibilities. The committee will not devise strategic
plans or campaigns, but will look at how existing ones can be tweaked to
improve communication.
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