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Sherry from Spain eyes up UK on-trade in new campaign

15 February 2022 By Arabella Mileham

Sherry from Spain – the marketing wing of the Consejo Regulador de Jerez – is launching a new campaign targeting the UK on-trade to raise awareness of the versatility of the Spanish aperitif.

The new campaign, which starts shortly, will target both the on-trade and direct-to-consumer markets to bring new customers to the category. It aims to show a more contemporary image of wines from Jerez, underlining it as being rediscovered by connoisseurs and on-trend drinkers.

A key focus will be to highlight the quality of the wines to consumers, explaining its background in Andalusia, and communicating the wines’ heritage from the Jerez region with a prestigious Designation of Origin. It will also show the versatility of Sherry in terms of food pairing, as well as showing it as more than an aperitif, to be drink by the glass. The campaign will target bartends to show it as a key ingredient in cocktails, served with mixers, or over ice.

As part of the campaign, the team have created a new website and campaign video, which will be used alongside traditional PR, press and influencer events, and a promotional tour of bars and restaurants.

The campaign comes after Sherry enjoyed a unexpected boost during the UK lockdowns of 2020, ahead of the wider fortified category. Sherry sales for the 12-month period to 26 December 2020 rose 13% in volume and 15% in value, according to Nielsen, compared to 7.5% in volume and 12% in value of the overall fortified category, with a notable surge in sherry consumption in the 12-week period leading up to Christmas, up 15%.

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