© 2019 Chelsea Consulting & Co.

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International Sherry Week

El Consejo Regulador de los Vinos de Jerez y Manzanilla
Services
  • Creative direction 

  • Global campaign management  

  • Design & development

  • Social media strategy 

  • SEO

  • Database activation 

  • Online marketing 

  • Influencer outreach 

This worldwide celebration of Jerez fortified wines from Spain leveraged digital platforms to reach thousands of professionals and consumers.  

An integral part of the global sherry wine digital strategy, we designed the campaign to celebrate the wines, to initiate a global buzz through social media as well as provide the organisers of ISW events with the tools and conversational hooks they needed to introduce the wines to a new generation of drinkers. This worldwide event brings thousands of wine lovers together to raise a glass of sherry at promoted events held in bars, restaurants and wine schools, as well as numerous spontaneous gatherings.

Strategy

By providing the hospitality industry and sherry distributors with free tools and support via an online platform at sherryweek.wine we’re able to connect and engage international,  professional sherry-lovers who participate in simultaneous events worldwide and share their celebrations through social media.

 

The campaign provides wine and gastronomy professionals with a reason to promote sherry wines to their customers and clients with a heavy focus on activities in restaurants, reinforcing sherry as a food wine.  

Results

In 5 years: 

  • 8331 events 

  • 40 countries 

  • 137 million impressions on Twitter 

  • 400,000+ participants 

  • 40,106 posts in social media with the hashtag #sherryweek 

  • 161,380 likes on Instagram 

  • 25% increase in event participation year on year 

  • 65% of events are gastronomy-focussed 

  • 106% increase in traffic to the website sherry.wine 

  • Estimated PR value: 885,000€

Source: Tweetbinder, Twitter, Google Analytics 

Awards: 

Wine Marketing Awards  Best Digital and Social Media Campaign 

Drinks Business - recognised as best Social Media Campaign 

"International Sherry Week has become a platform for people to discover more about Sherry, learn about it, find out about new wines and previously undiscovered styles and - most importantly - enjoy it in great company. It gives Sherry enthusiasts (whether they be in the on-trade, an influencer or a consumer) the opportunity to spread the word and bring people together to talk and taste the wine. Congratulations to Chelsea and all involved in this successful initiative.”                   

 Mauricio González-Gordon | Chairman, González Byass S.A.