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ISW 2014 Campaign Report
The Objectives: 
World wide promotion of the 
Sherry Wine brand 
Provide trade and enthusiasts with the innovation to 
promote Sherry wines! 
! 
! 
Generate mass media coverage! 
! 
! 
#sherry trending on social media world wide!
Target Audience to register events: 
Trade and Industry 
Primary 
! 
• The Bodegas! 
• Hospitality Industry! 
• Chefs, Sommeliers, Bar Staff! 
• Importers ! 
• Exporters ! 
• Distributors ! 
• Retail ! 
• Wine clubs! 
Consumers 
Secondary 
• Sherry Educators and 
Enthusiasts ! 
• Food and Wine Lovers ! 
• Tourists ! 
• Wine students! 
• e.g. WSET ! 
!
The Strategy: 
Provide the industry, institutions & private entities with the tools and 
support via an online platform to promote Sherry to their clients and 
customers. ! 
General Event Participation 
• Free registration ! 
! 
• Free marketing materials for download: Posters, Tasting mats, Flyers ! 
! 
• Free access to Online & Twitter tastings ! 
• Free access to content and interviews in multiple languages !
ISW 2014 Goals 
600 
Events 
40 
Countries 
30,000 + 
Participants 
Average attendance estimate of 50 people per event !
ISW 2014 Results 
2,082 
Events 
22 
Countries 
100,000 + 
Participants 
Average attendance estimate of 50 people per event !
isherryweek.com 
28,482 
Visits 
70,315 
Page Views 
Source : Google Analytics!
isherryweek.com 
47% 
Of traffic visited ‘About 
Sherry Wines’ 
Source : Google Analytics!
isherryweek.com 
2,434 
Downloads 
Logos, Posters, 
Tatsing Mats 
Source : Google Analytics!
isherryweek.com 
415,000 + 
Results from Google 
Google 
Search 
Images
22 Participating Countries 
Japan 
Russia 
Spain 
United Kingdom 
United States 
The Netherlands 
Mexico 
Ireland 
Australia 
New Zealand 
Denmark 
Belgium 
Germany 
Hong Kong 
Canada 
Sweden 
South Africa 
Singapore 
Finland 
Faroe Islands 
Singapore 
Greece
ISW Events 
Sherry Tastings 
Sherry and Tapas 
Sherry Education 
Sherry and Menu Pairing 
Sherry Cocktails 
Sherry and Flamenco
Twitter In One Week 2nd – 8th June 
ISW Re-tweets all Bodegas 
content and Sherry Wines content ! 
#isherryw 
Over 
2.1 million 
Mention reach 
5,235 
Followers 
Source : Tweetbinder.com!
Facebook – before closure on June 4th 
7,422 
Fans 
3,954 
Referrals from Facebook 
ISW shared all Bodegas content, Sherry Wines content and used Facebook! 
as core marketing platform to promote International Sherry Events !
Inspiring a new generation of 
#sherrylovers
Global Contributors & Ambassadors
ISW Market Managers 
Certified Sherry Educators and 
Marketing communication professionals ! 
! 
• Event promotion and marketing ! 
• Communications with ICEX ! 
• Manage venue registration, support! 
• Social media content marketing ! 
• Publicity and media relations ! 
• My Top 3 Sherry Interviews!
Japan – Tomoko Kimura 
30 cities! 
600+ 
Events! 
Kyoto Spanish 
food Fair 
celebrated with 
20,000 + people ! 
日本スペイン交流 
400周年記念シェリー 
400周年を記念して、僅か400本(375ml)のリリース! 
フィノ…フルーティーで繊細なドライシェリー。 
アモンティリャード…ヘーゼルナッツの芳しい香り。 
オロロソ…ローストしたナッツやアーモンドの香り。 
¥890 
グラス 
¥1,500 
3種飲み比べセット 
¥3,300
Japan – Tomoko Kimura 
Certified Sherry Educator ! 
Social Media specialist ! 
No.1 Sherry Brand Ambassador in the world! ! 
! 
• Provided endless support to industry to register and 
promote their events ! 
• Spanish Embassy promotion of 400 year anniversary 
of friendship with Spain / Japan! 
• Koyoto Spain Festival co-ordinated Sherry promotions 
with over 20,000 visitors ! 
• Translated Website to Japanese !
The Netherlands – Fabiola Bonke 
28,823 +! 
Social Media! 
60 
Events! 
28 cities!
The Netherlands – Fabiola Bonke 
Certified Sherry Educator & Venenciadora! 
Marketing Executive Spanje Total ! 
! 
• 60 events ! 
• 6 Importers! 
• ICEX communications ! 
• Co-ordinated local Sherry Educators x 6 ! 
• Publicity and PR liaison!
Mexico – Raul Vega
Mexico – Raul Vega 
Certified Sherry Educator ! 
Founder Terravid Concept – Wine Marketing! 
! 
• 11 Industry focused events with over 2000 
participants ! 
• César Saldaña hosted several events and master 
classes ! 
• 19,000 in Sales at Festival del Vino ! 
• 1 million impacts Social Media ! 
• 7 Importers actively involved ! 
• National media coverage!
Russia – Tanya Mann and Team 
500+ 
Events! 
Live TV Sherry Tasting 
3.1 million viewers!
Russia – Tanya Mann and Team 
Certified Sherry Educator! 
Wine and Spirit marketing consultant! 
St Petersburg ! 
Semen Soloviev - Co founder Solovievs Vinoteque! 
Kirill Burlutskiy - Founder Wine Jet Wine School! 
• 50+ Events! 
• Closing event carried out together with the Russian office 
of International Association of Gastronomist Guild, 
masterclasses, awards, high profile press ! 
Sochi! 
Vlad Serebriakov - Co founder Sochi Restaurant Assoc.! 
• 11 premium sold out events in restaurants across Sochi ! 
• Tastings, Dinners, Cocktails! 
!
International Media Coverage
Worlds First Sherry Twitter Tasting 
Bloggers, Journalists, Sherry aficionados ! 
Belgium London Turkey France Ireland Spain New 
York ! 
1,114 Tweets sent in one hour! 
100 Contributors globally ! 
117 Links and images ! 
1,203,317 number of times users had seen the 
#sherrytt * ! 
! 
* Taking into consideration the number of followers each participant has, retweets, 
mentions and links! 
! 
! 
Source : Tweetbinder.com!
Cross Promotion with London Wine Week 
2-8 June 
7000 + Customers ! 
! 
60 inner city bars and restaurants 
promoting wine discovery ! 
! 
9 venues promoted Sherry Wines ! 
! 
Fantastic opportunity to cross promote in 
2015 ! 
!
The Consejo Regulador 
Hispania London Tasting with Beltrán Domecq. 100 people ! 
! 
Mexico César Saldaña hosted sold out industry masterclasses, round 
tables and tastings! 
! 
7x7x7 siete temas, siete minutos, siete vinos ! 
60 people! 
Introduction to sherry wine culture in the field of the university community 
and society.! 
! 
Sherry tasting with Bodegas José Estevez! 
80 people! 
! 
Onda TV “Sherry Evolution” ! 
3 hour programme, exploring the feminine side of Sherry, featuring 
interviews with the women of the Sherry Wine industry.! 
ISW Sherry Evolution Promotion! 
! 
!
Sherry Club Ginza together with 4 Bodegas hosted Japanese Chef Shinichiro 
and Japanese Champion Veneciadora Momoko for an exclusive Sherry and 
Japanese Cuisine menu pairing. 
Image Courtesy of 
Bodegas Gutierrez 
Colosia!
Owen Morgan Bar 44 Wales 
ISW was the ideal vehicle to launch a huge week 
of sherry promotion and education! 
! 
We took advantage of the week by producing a 
week of daily pairing menus, free jamón and olives 
with sherry at the bar for the week, sherry flights, 
and a live BBC radio sherry tasting on air.! 
! 
All in all, we had a record week for sherry sales, 
selling more in a week than we would in a normal 
month. !
Frank Dilernia 
Tapavino Sydney 
ISW gave the media reason to talk about its 
virtues and it helped bring friends and likeminded 
people casually together who share a passion 
drinking one of the great wines of the world. ! 
! 
We had a lot of Sherry drinkers before but the 
percentage of drinkers has increased three fold 
since ISW. ! 
! 
Image: Full Page Editorial in Weekend Newspaper with readership of 1.2 million. PR 
Value 19,000€ !
Chantal Tseng 
Mockingbird Hill Washington DC 
What I loved about ISW is it gave us a chance to show the 
many sides of Sherry. ! 
! 
From a pairing event involving dinner to a DJ night with one 
of DC's punk legends, we celebrated everything Sherry and 
got a chance to introduce new people to a beverage that 
we're a super fan of. ! 
! 
We're lucky here. As a Sherry bar we get to make Sherry 
week every day but ISW gave us the opportunity to 
make it a special occasion. We look forward to going 
even bigger next year. ! 
! 
! 
!
Yoshiro Kumagai, 
Bar Lente / Fukuoka Japan 
During ISW we sold double the amount of 
Sherry we would normally sell during one week. ! 
! 
The event created interest with the media and 
our customers, making them curious. ! 
! 
Even after ISW our customers are still very 
interested in Sherry and our Sherry wine sales 
have increased.! 
! 
!
Lucas Paya – Jaleo USA 
People were loving it, our sherry sales for the week went 
up by 300%!! 
! 
The week long event gave us the opportunity to introduce 
these often mis-understood wines to our customers through 
dedicated tastings, innovative multiple-choice pairing menus 
with our Spanish cuisine and even on-street Venencia 
demonstrations with audience participation. ! 
! 
Wine Director for ThinkFoodGroup, ! 
Sommelier El Bulli 10 years 
! 
! 
!
ISW the Future 
An annual campaign supporting consumer 
driven marketing initiatives resulting in sales.! 
• Supports all existing Sherry Promotions such as 
SherryFest, Copa de Jerez, Cocktail contests etc. ! 
• Consumer and Trade focus ! 
• Retail promotions and in-store profile ! 
• Online education programs to empower the participants ! 
! 
• International intercambio of Chefs ! 
!

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International Sherry Week 2014 Post Campaign Report

  • 2. The Objectives: World wide promotion of the Sherry Wine brand Provide trade and enthusiasts with the innovation to promote Sherry wines! ! ! Generate mass media coverage! ! ! #sherry trending on social media world wide!
  • 3. Target Audience to register events: Trade and Industry Primary ! • The Bodegas! • Hospitality Industry! • Chefs, Sommeliers, Bar Staff! • Importers ! • Exporters ! • Distributors ! • Retail ! • Wine clubs! Consumers Secondary • Sherry Educators and Enthusiasts ! • Food and Wine Lovers ! • Tourists ! • Wine students! • e.g. WSET ! !
  • 4. The Strategy: Provide the industry, institutions & private entities with the tools and support via an online platform to promote Sherry to their clients and customers. ! General Event Participation • Free registration ! ! • Free marketing materials for download: Posters, Tasting mats, Flyers ! ! • Free access to Online & Twitter tastings ! • Free access to content and interviews in multiple languages !
  • 5. ISW 2014 Goals 600 Events 40 Countries 30,000 + Participants Average attendance estimate of 50 people per event !
  • 6. ISW 2014 Results 2,082 Events 22 Countries 100,000 + Participants Average attendance estimate of 50 people per event !
  • 7. isherryweek.com 28,482 Visits 70,315 Page Views Source : Google Analytics!
  • 8. isherryweek.com 47% Of traffic visited ‘About Sherry Wines’ Source : Google Analytics!
  • 9. isherryweek.com 2,434 Downloads Logos, Posters, Tatsing Mats Source : Google Analytics!
  • 10. isherryweek.com 415,000 + Results from Google Google Search Images
  • 11. 22 Participating Countries Japan Russia Spain United Kingdom United States The Netherlands Mexico Ireland Australia New Zealand Denmark Belgium Germany Hong Kong Canada Sweden South Africa Singapore Finland Faroe Islands Singapore Greece
  • 12. ISW Events Sherry Tastings Sherry and Tapas Sherry Education Sherry and Menu Pairing Sherry Cocktails Sherry and Flamenco
  • 13. Twitter In One Week 2nd – 8th June ISW Re-tweets all Bodegas content and Sherry Wines content ! #isherryw Over 2.1 million Mention reach 5,235 Followers Source : Tweetbinder.com!
  • 14. Facebook – before closure on June 4th 7,422 Fans 3,954 Referrals from Facebook ISW shared all Bodegas content, Sherry Wines content and used Facebook! as core marketing platform to promote International Sherry Events !
  • 15. Inspiring a new generation of #sherrylovers
  • 16. Global Contributors & Ambassadors
  • 17. ISW Market Managers Certified Sherry Educators and Marketing communication professionals ! ! • Event promotion and marketing ! • Communications with ICEX ! • Manage venue registration, support! • Social media content marketing ! • Publicity and media relations ! • My Top 3 Sherry Interviews!
  • 18. Japan – Tomoko Kimura 30 cities! 600+ Events! Kyoto Spanish food Fair celebrated with 20,000 + people ! 日本スペイン交流 400周年記念シェリー 400周年を記念して、僅か400本(375ml)のリリース! フィノ…フルーティーで繊細なドライシェリー。 アモンティリャード…ヘーゼルナッツの芳しい香り。 オロロソ…ローストしたナッツやアーモンドの香り。 ¥890 グラス ¥1,500 3種飲み比べセット ¥3,300
  • 19. Japan – Tomoko Kimura Certified Sherry Educator ! Social Media specialist ! No.1 Sherry Brand Ambassador in the world! ! ! • Provided endless support to industry to register and promote their events ! • Spanish Embassy promotion of 400 year anniversary of friendship with Spain / Japan! • Koyoto Spain Festival co-ordinated Sherry promotions with over 20,000 visitors ! • Translated Website to Japanese !
  • 20. The Netherlands – Fabiola Bonke 28,823 +! Social Media! 60 Events! 28 cities!
  • 21. The Netherlands – Fabiola Bonke Certified Sherry Educator & Venenciadora! Marketing Executive Spanje Total ! ! • 60 events ! • 6 Importers! • ICEX communications ! • Co-ordinated local Sherry Educators x 6 ! • Publicity and PR liaison!
  • 23. Mexico – Raul Vega Certified Sherry Educator ! Founder Terravid Concept – Wine Marketing! ! • 11 Industry focused events with over 2000 participants ! • César Saldaña hosted several events and master classes ! • 19,000 in Sales at Festival del Vino ! • 1 million impacts Social Media ! • 7 Importers actively involved ! • National media coverage!
  • 24. Russia – Tanya Mann and Team 500+ Events! Live TV Sherry Tasting 3.1 million viewers!
  • 25. Russia – Tanya Mann and Team Certified Sherry Educator! Wine and Spirit marketing consultant! St Petersburg ! Semen Soloviev - Co founder Solovievs Vinoteque! Kirill Burlutskiy - Founder Wine Jet Wine School! • 50+ Events! • Closing event carried out together with the Russian office of International Association of Gastronomist Guild, masterclasses, awards, high profile press ! Sochi! Vlad Serebriakov - Co founder Sochi Restaurant Assoc.! • 11 premium sold out events in restaurants across Sochi ! • Tastings, Dinners, Cocktails! !
  • 27. Worlds First Sherry Twitter Tasting Bloggers, Journalists, Sherry aficionados ! Belgium London Turkey France Ireland Spain New York ! 1,114 Tweets sent in one hour! 100 Contributors globally ! 117 Links and images ! 1,203,317 number of times users had seen the #sherrytt * ! ! * Taking into consideration the number of followers each participant has, retweets, mentions and links! ! ! Source : Tweetbinder.com!
  • 28. Cross Promotion with London Wine Week 2-8 June 7000 + Customers ! ! 60 inner city bars and restaurants promoting wine discovery ! ! 9 venues promoted Sherry Wines ! ! Fantastic opportunity to cross promote in 2015 ! !
  • 29. The Consejo Regulador Hispania London Tasting with Beltrán Domecq. 100 people ! ! Mexico César Saldaña hosted sold out industry masterclasses, round tables and tastings! ! 7x7x7 siete temas, siete minutos, siete vinos ! 60 people! Introduction to sherry wine culture in the field of the university community and society.! ! Sherry tasting with Bodegas José Estevez! 80 people! ! Onda TV “Sherry Evolution” ! 3 hour programme, exploring the feminine side of Sherry, featuring interviews with the women of the Sherry Wine industry.! ISW Sherry Evolution Promotion! ! !
  • 30. Sherry Club Ginza together with 4 Bodegas hosted Japanese Chef Shinichiro and Japanese Champion Veneciadora Momoko for an exclusive Sherry and Japanese Cuisine menu pairing. Image Courtesy of Bodegas Gutierrez Colosia!
  • 31. Owen Morgan Bar 44 Wales ISW was the ideal vehicle to launch a huge week of sherry promotion and education! ! We took advantage of the week by producing a week of daily pairing menus, free jamón and olives with sherry at the bar for the week, sherry flights, and a live BBC radio sherry tasting on air.! ! All in all, we had a record week for sherry sales, selling more in a week than we would in a normal month. !
  • 32. Frank Dilernia Tapavino Sydney ISW gave the media reason to talk about its virtues and it helped bring friends and likeminded people casually together who share a passion drinking one of the great wines of the world. ! ! We had a lot of Sherry drinkers before but the percentage of drinkers has increased three fold since ISW. ! ! Image: Full Page Editorial in Weekend Newspaper with readership of 1.2 million. PR Value 19,000€ !
  • 33. Chantal Tseng Mockingbird Hill Washington DC What I loved about ISW is it gave us a chance to show the many sides of Sherry. ! ! From a pairing event involving dinner to a DJ night with one of DC's punk legends, we celebrated everything Sherry and got a chance to introduce new people to a beverage that we're a super fan of. ! ! We're lucky here. As a Sherry bar we get to make Sherry week every day but ISW gave us the opportunity to make it a special occasion. We look forward to going even bigger next year. ! ! ! !
  • 34. Yoshiro Kumagai, Bar Lente / Fukuoka Japan During ISW we sold double the amount of Sherry we would normally sell during one week. ! ! The event created interest with the media and our customers, making them curious. ! ! Even after ISW our customers are still very interested in Sherry and our Sherry wine sales have increased.! ! !
  • 35. Lucas Paya – Jaleo USA People were loving it, our sherry sales for the week went up by 300%!! ! The week long event gave us the opportunity to introduce these often mis-understood wines to our customers through dedicated tastings, innovative multiple-choice pairing menus with our Spanish cuisine and even on-street Venencia demonstrations with audience participation. ! ! Wine Director for ThinkFoodGroup, ! Sommelier El Bulli 10 years ! ! !
  • 36. ISW the Future An annual campaign supporting consumer driven marketing initiatives resulting in sales.! • Supports all existing Sherry Promotions such as SherryFest, Copa de Jerez, Cocktail contests etc. ! • Consumer and Trade focus ! • Retail promotions and in-store profile ! • Online education programs to empower the participants ! ! • International intercambio of Chefs ! !