27 August, 2008
Sherry is planning a heavy marketing push in the US, Canada and Japan in the hope of doubling exports.
Trade association Fedejerez has announced a marketing spend of €2.8 million for the next four years, with €1 million earmarked for the US.
It is thought that targeting countries with emerging markets will enable bodegas to boost their export rate.
A search has begun for an office in Japan and Fedejerez is planning offices in the US and Canada in the future.
Fedejerez chairman Bosco Torremocha said: "(The strategy) will pay much attention to those markets where sherry has a favourable position, both in sales evolution and product reputation."