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.
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 !
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 !
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 !
!