• February 23, 2009

Sherry Council of America has launched a Web campaign to build consumer awareness about Sherry wines. The Secret Sherry Society (SSS), a fictive members-only club, is part of the effort aimed at consumers, restaurateurs, sommeliers, and wine retailers. It reveals "Secret Sherry locations" around the country where consumers can imbibe; it also has listings of society activities.

The SSS started accepting members last weekend at the Food Network South Beach Wine and Food Festival in Miami. Designated bars and restaurants had messages on cocktail napkins and there were "Unmarked SSS Vans" signing consumers up for the "top-secret" Web site, www.secretsherrysociety.com.

The SSS grassroots effort will also be at the International Wine, Spirits & Beer Event at the National Restaurant Association Show in Chicago May 16-19 and the Food & Wine Classic in Aspen, Colo., June 19-21.

The campaign is via Seattle-based Creature, which handled Web site design, promotional materials and advertising.

Sherry Council of America is the Washington, D.C.-based official U.S. representative of the Federacion de Bodegas del Marco de Jerez (Fedejerez), the trade organization for all Sherry producers of the Jerez region of Spain.--Karl Greenberg