In only its 4th year,
International Sherry Week has grown from some 200 worldwide events to over
2,500 in over 30 countries in 5 continents. Furthermore it received over 50 million hits
on the social networks, especially on Twitter – where it became the trending
topic for an hour - Facebook and Instagram. As Consejo Regulador director César
Saldaña put it, “it is about sharing a passion”, and the social media are
perfectly suited to this, especially among the younger generation, the very
people Sherry would like to attract. The wine’s sheer versatility with food
helped as well, with many of the events focusing on matching.
Sherry Week has the added attraction of almost
running itself, needing only a degree of central coordination, and this level
of promotion would cost a fortune through normal channels. Events fell into
three main types; those centred on gastronomy (65%), tastings and promotions in
shops (23%) and cocktail events – an ever growing category – (17%). Of the 30
participating countries Spain, now Sherry’s largest market, held the most
events, numbering about 1,000, a 15% increase on last year. So has Sherry Week
increased sales? It is too early to say, but it is certainly laying the
foundations for steady growth by increasing awareness and enjoyment amongst the
target audience. Roll on next year!
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