ISW 2014 Campaign Report

The Objectives:

Provide trade and enthusiasts with the innovation to promote Sherry wines!!!Generate mass media coverage!!!#sherry trending on social media world wide!

World wide promotion of the Sherry Wine brand

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

ISW shared all Bodegas content, Sherry Wines content and used Facebook!as core marketing platform to promote International Sherry Events !

7,422 Fans

3,954 Referrals from Facebook

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。

￥3,300 ボトル（375ml）

￥890 グラス

￥1,500 ３種飲み比べセット

（各50ml）

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

•  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 !!

An annual campaign supporting consumer driven marketing initiatives resulting in sales.!