The bodegas association, Fedejerez, celebrated
its 2017 general assembly yesterday in a mood of optimism, if not triumphalism.
Member bodegas are now seeing a future in the Sherry business as things have changed
greatly in recent times, after very difficult years during which many thought
of giving up. The feeling is that the worst is over now, and Sherry is back riding
the crest of a wave, a feeling shared by the bodegas and their president,
Evaristo Babé. Among other topics discussed was a change in the strategy of
generic promotion to fewer markets – just the most important ones – and directly
towards consumers. While some bodegas prefer to do their own promotion, the
differences are not great and Babé urged them to resolve them with business-like
vision and without any politics. He said that Sherry is a marvellous patrimony
and pointed out the good personal and business relations between bodegas and
their shared vision for the future, but Jerez needs to change and since there
is potential for increased employment, the necessary conditions for investment need
to be in place. The assembly ended with a glass of Sherry at Bodegas Gutiérrez
Colosía, attended by the Mayor of El Puerto de Santa María, the president and
director of the Consejo Regulador and members of the Cádiz
Confederation of Business among others.
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| (foto:diariodejerez) |
Bodegas Barbadillo has implemented a new
technology to monitor the condition of the vineyards. Using big data and artificial intelligence
which provides information in real time, this helps decision making to obtain
the best possible quality in the grapes. The technology is called Cultiva
Decisiones and is supplied by Spanish company Seresco. It provides a huge
amount of information from various sources, both public and private, along with
sensors in the vineyard, drones and satellites. The information will be used to
analyse factors such as humidity, rain and the risk of disease automatically.
Information is both numerical and visual and this platform can even offer alerts
and advice on fertilisation and when to harvest among other things, and
information is available on PCs, mobiles and tablets. This will be useful in
countering challenges like climate change and sustainability.
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| Vineyard monitor - foto:vinetur) |
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