To take part merchants simply need to register online. It is then their decision how best to promote Sherry in their store/s throughout the Sherry Festival. The three best promotions will win a trip to Jerez later this year. The 2016 winners, who took part in the two week in-store promotion of Sherry wines last September, visited Jerez late last year as a prize for having conducted the best, most successful Sherry promotions during the 2016 campaign.
The dates for the 2017 Sherry Festival are Monday 5 – Sunday 18 June. Wine merchants who’d like more information about how to get involved and claim their free Sherry Festival POS pack should visit our Sherry Festival registration page or email: SherryWinesUK
In 2016 over 45 merchants (60 stores) from Cornwall to St Andrews took part in activities to increase staff knowledge about Sherry and events promote Sherry to its customers. Sherry Wines UK campaign director, Angeline Bayly commented: “It is evident each year how much Sherry is beloved by wine merchants nationwide and the Sherry Festival gives them a chance to share their appreciation for Sherry with their customers. Some of them go all out with Flamenco dresses as window displays, winemakers flown in to host tutored tastings and lots more fun, innovative events besides. But most importantly, the Sherry Festival shows how a little time spent explaining the qualities of Sherry pays dividends and sales rise as a result.”
One of last year’s winners went all out to entice their customers to enjoy Sherry by offering free nibbles with every glass ordered, selling bottles at retail prices for off-trade sales and creating interesting Sherry flights.
Owen Morgan, owner of Bar 44 in Wales commented: “Overall figures on sherry sales were exceptional for us, lifting by about 80% compared to normal.”
Recent winners of the Sherry Festival are: Borough Wines (London), Bar 44 (Cardiff), Luvians (St Andrews), Highbury Vintners (London), Harrogate Fine Wines (Yorks) and Woodwinters (Edinburgh).
02 May 2016