How do you make an independent wine merchant smile? Mentioning sherry is usually guaranteed to do the trick. It’s hard to think of a wine style that has such universal acclaim among the independent fraternity.
Next month, merchants have the perfect opportunity to spread the word to their customers with The Great Sherry Festival. Running from Friday, October 17 to Sunday, November 2, the event is designed to help retailers boost sherry sales – and possibly win a trip to Jerez.
To take part, merchants simply need to arrange an in-store event, promotion or tasting during the festival and register the event on www.sherryinstitute.co.uk. Up to 50 participating merchants will also be able to select from a range of supporting POS material, available on the site and specially designed for the festival. The best, most inventive and, ultimately, successful will win a trip to Spain in early 2014.
Independents are also encouraged to get in contact with their suppliers to work on promotional activity to help sherry really come alive in their stores during the festival – and beyond, into the all-important Christmas sales period.