Sherry, and the cream of society

As regularly as Halley’s comet, every few years the next effort to re-position sherry (or cognac or Scotch) appears. Each time the approach is the same. Diagnosis: lack of appeal to young people explains the perilous position of the product. Solution: change the packaging and show young people buying the product and snogging passionately, preferably at the same time. Engaging though these images may be, history suggests that this approach is not the answer. Sherry, despite its long-term decline, remains one of the biggest-selling alcoholic drinks in the off-trade. Spanish sherry is a unique and delicious product whose styles trip mellifluously off the tongue: fino, manzanilla, oloroso. It takes a discriminating consumer to appreciate decent sherry, which may explain why its core drinkers are women of mature years and judgement, drawn in the most part from the better classes of society. Quite apart from the inherent appeal of such a consumer base, I note that while 20to 34-year-old men will decline in numbers from their current ten per cent share of the population, over the next two decades, women aged over 45 – the heartland of sherry – will increase proportionately, from 21 per cent to 25 per cent. What a wonderful marketing opportunity.

Dominic Moseley

Moseley Consulting

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here