International Sherry Week 2015, the world´s largest celebration to showcase Sherry Wines, took place from 2-8 November 2015, when Sherry Wines became a global talking-point, with news from the event garnering over 20 million hashtag impressions of #sherryweek
Wine Marketing Awards
According to Drinks International, the Wine Marketing Awards aim to “recognise and celebrate the impact of marketing on creating and sustaining wine brand values. A strong, relevant and well-defined brand identity is key to successful wine marketing. Innovative and creative campaigns can increase a wine brand’s awareness and key messages to reach new and existing customers.”
Entries for the seven categories were assessed by an expert panel of judges which comprised marketing experts, brand agencies and wine professionals. Each entry was assessed on its overall brand strategy, execution and success of the project, evidence of innovation and positive results.
The Best Social and Digital Campaign award covers PR campaigns where the focus of activity was a digital medium. The winner successfully implemented a viral PR campaign that encouraged its audience to share the content through social networks, resulting in an increase of website traffic for the wine brand or company.
International Sherry Week
The campaign was designed by digital agency, ESOES, an international team of creatives based in Southern Spain. The award-winning campaign aimed to promote Sherry Wines - and demonstrate their breadth and versatility as food wines - through a global programme of tastings, cocktails, and wine pairings, all listed on the isherryweek.com microsite. The campaign led to more than 1500 International Sherry Week events being organised in 25 countries around the world, promoted digitally over several SM channels. During the week itself, participants worldwide published more than 7000 pieces of unique content.
The success of the event has confirmed its position on annual food and drink calendars and this year’s event will take place on 7th - 13th November 2016.
Drinks International Editor and Chairman of the Wine Marketing Awards judges, Christian Davis said:
The judges liked and admired the ambition of the El Consejo Regulador Jerez-Xeres-Sherry, to promote sherry and International Sherry Week, purely through digital channels. Not something you would necessarily expect from sherry, which made it all the more interesting and exciting. We liked the quality of the entry and, of course, the campaign itself. It made us all want to toast the Consejo Regulador with a Fino or Palo Cortado, for its bravery and foresight!
Cesar Saldaña, Director, The Regulatory Council of Sherry Wines
This award is an important recognition of the foundations of Sherry Wines by the wine industry worldwide. It is a boost to the promotional efforts by the sector that is firmly committed to creating a digital strategy that places Sherry Wine in the XXI century, in the position it deserves. We can say loud and clear that Sherry is at the forefront of digital marketing, with very positive results in attracting young consumers who are connected through social networks.
Carmen Aumesquet, Promotions Director, The Regulatory Council of Sherry
We are very excited to receive this award. The campaign is designed as a global celebration of Sherry Wine, in which fans around the world have the opportunity to share their passion for our wines. It is part of an overall strategy to create a strong digital identity and social networks are valuable tools to bring one of the most iconic and historic wines of the world to every corner of the planet. We firmly believe that it is an important communication platform for both new consumers to create and nurture an enthusiastic and passionate community of #sherrylover-s who are the protagonists of this global movement the #sherryrevolution.
