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International Sherry Week 2014 Post Campaign Report

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7 days, 2000+ events, in 22 Countries, with 100,000+ people connected worldwide in celebration of Spain’s unique Sherry Wines. Participants reported sales growth of up to 3 times, media coverage spreading from Russia to the Americas to Australia.This digitally led campaign targeted global “Jerez” professionals and aficionados, providing them with the tools and innovation to create their own promotional events to showcase Sherry Wines to their customers. Driven primarily through social media, the results were staggering with a reported 2.1 million Twitter reach during the peak of the campaign.

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International Sherry Week 2014 Post Campaign Report

  1. 1. ISW 2014 Campaign Report
  2. 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. 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. 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. 5. ISW 2014 Goals 600 Events 40 Countries 30,000 + Participants Average attendance estimate of 50 people per event !
  6. 6. ISW 2014 Results 2,082 Events 22 Countries 100,000 + Participants Average attendance estimate of 50 people per event !
  7. 7. isherryweek.com 28,482 Visits 70,315 Page Views Source : Google Analytics!
  8. 8. isherryweek.com 47% Of traffic visited ‘About Sherry Wines’ Source : Google Analytics!
  9. 9. isherryweek.com 2,434 Downloads Logos, Posters, Tatsing Mats Source : Google Analytics!
  10. 10. isherryweek.com 415,000 + Results from Google Google Search Images
  11. 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. 12. ISW Events Sherry Tastings Sherry and Tapas Sherry Education Sherry and Menu Pairing Sherry Cocktails Sherry and Flamenco
  13. 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. 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. 15. Inspiring a new generation of #sherrylovers
  16. 16. Global Contributors & Ambassadors
  17. 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. 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. 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. 20. The Netherlands – Fabiola Bonke 28,823 +! Social Media! 60 Events! 28 cities!
  21. 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!
  22. 22. Mexico – Raul Vega
  23. 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. 24. Russia – Tanya Mann and Team 500+ Events! Live TV Sherry Tasting 3.1 million viewers!
  25. 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! !
  26. 26. International Media Coverage
  27. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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 ! !

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