Saturday 18 November 2017

18.11.17 Fantastic Sherry Week Results

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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