Organised by Sherry Wines UK, The Great Sherry Festival, now in its 3rd year, is a two-week consumer campaign designed to promote Sherry nationwide in leading independent wine merchants. The Great Sherry Festival 2015 is set to return bigger and better with up to 50 merchants able to take advantage of free POS packs made specially for this year’s campaign.
The Sherry Festival concentrates promotional activities around a two week period: Monday 14 – Sunday 27 September, 2015, with a wide range of tastings and events planned, including winemaker dinners, in-store tastings and price promotions.
Participating merchants can also apply for one of 50 FREE Sherry Festival POS packs that will be offered to independent wine merchants that pitch the best promotion plans to promote sherry sales to their customers. They will be able to choose from: Sherry wine maps; Sherry leaflets; branded polo-shirts; festival posters; window stickers; style guides; aprons; and branded cooler buckets.
Graham Hines, Director, Sherry Wines UK, commented: “We know Sherry is a real favourite with the trade, and our most influential wine-writers, and the Sherry Festival gives us an ideal opportunity to promote this often over-looked, yet extremely versatile, fine wine from Jerez. Those wanting to take part should first decide what activity they think is best for them, their customers and their resources and then register on our campaign website www.sherryinstitute.co.uk.”
Hines continued: “More importantly, if merchants need a bit help on how to get started, don't hesitate to get in touch. All the UK’s Sherry suppliers are a great source of advice and resources. There are now 31 Sherry suppliers in the UK presenting 45 producers and they are all fully supportive of The Great Sherry Festival and will be happy to help independent merchants get their own activity for The Great Sherry Festival underway.”