New marketing drives, events and a large new web portal are some of the actions designed under a plan for promoting wine tourism in the Sherry area.
All Sherry promotional actions abroad are to follow a uniform communications pattern, tailored to the needs of each specific market. According to market research, the issues and challenges faced by Jerez are similar across the board, in all their major export markets. The aim now is therefore to ensure that all actions are cohesive and complementary, contributing to create a global image.
Comprehensive strategies were drawn up at the 2nd International Sherry Marketing Forum, which brought together the appellation Regulating Council, Fedejerez and the advertising agencies working in the sector, as well as Spanish foreign trade agency ICEX and the Andalusian Agency for International Promotion. A key item in the new plan y the design of a web portal for Sherry wines and Manzanilla.
Equally important will be the extension to foreign markets of projects previously implemented in Spain, such as the “Wine and Brandy Routes in the Sherry Triangle”. A number of additional international campaigns are currently under consideration, including the Sherry Cup International Wine and Cuisine Contest.
[Wines of Spain]
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