The 2015 winners have been announced as Borough Wines (London), Bar 44 (Cardiff) and Woodwinters (Edinburgh). The three, who all took part in the two-week in-store promotion of Sherry wines last September, will be taken to Jerez later this year as a prize for having conducted the best, most successful Sherry promotions during the 2015 campaign.
The event, which is now in its third year, is designed for independent wine merchants who want to increase knowledge about and sales of Sherry. To take part merchants apply online to request a selection of POS to use for in-store tastings, window displays, staff training and customer events. It is then their decision how to best promote Sherry throughout the Sherry festival period.
In 2015 more than 43 stores (totaling 35 merchants) from Cornwall to St Andrews took part in activities to increase staff knowledge about Sherry and promote Sherry to its customers.
Sherry Wines campaign director Angeline Bayly said: “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 this 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, said: “Overall figures on sherry sales were exceptional for us, lifting by about 80% compared to normal.”
The dates for the 2016 Sherry Festival are Monday 13 to Sunday 23 June. Wine merchants who would like more information on how to get involved and claim their free Sherry Festival POS pack can visit the website: