Sherry Council Launches Awareness Effort
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