A Sherry Push

Do you enjoy Sherry? Many in the U.S. know little of Sherry, often having negative preconceptions about it. As has been said before, additional education about Sherry would be beneficial. Well it seems that a significant move is being made in this direction, not only in the U.S. but in other countries as well.

Decanter magazine has an article mentioning that Fedjerez, the Sherry Triangle Bodega Association, will spend about 2.8 million pounds (about $5.6 million US) to market sherry in the U.S., Canada and Japan. About $2 million of that will be spent in the U.S. Exact details have not been provided though of what will be done.

For those in the U.S., this could lead to special Sherry tasting events such as the recent Portuguese wine tasting I attended. Hopefully it will lead also lead to fresher bottles of Sherry hitting the shelves of our wine stores. I look forward to a greater variety of Sherry becoming available in the U.S.

Sherry marketing is also being conducted in another Asian country. The Grape Wall of China reported on the recent establishment of the Greater China Sherry Association. Cesar Saldana, president of the Jerez-Xeres-Sherry DO, attended a special Sherry dinner in China. He has plans to increase the presence of Sherry in China. It is unclear whether this is a different program that that operated by Fedjerez.