WINERY INDUSTRY RELATED TO ECONOMICS ISABEL MARIA BLANCO GARCIA LUCIA ÁLVAREZ IBÁÑEZ Teacher: Pilar Franco. 4C (EOI Jerez)

1. INTRODUCTION There are a lot of winery industries in Jerez. For example: - Gonzalez Byass. - Beam Global Spain. - Williams&Humbert. - Zoilo Ruiz Mateos, etc. These wineries produce different types of wines but the most popular one in our city is the fino sherry wine such as Tio Pepe and The Ina.

2. SALES Fino sherry wine has the highest percentage of production and sales. For example, in Gonzalez Byass, sales are increasing in recent years, subsequently incomes of fino sherry wine too. SALES

3. EXPORTS Winery companies export their products all over the world. In particular, Gonzalez Byass has been exporting products since its origins. The first export was in 1835, the year that the company began. Nowadays, these companies have become international industries. Incomes are very important for the local economy.

4. MARKETING ADVERTISEMENT Winery industries advertise using different icons and commercials to convince customers. For instance, among the most popular ancient advertising spots for Tio Pepe are the famous "Sun of Andalusia" and the Animated Bottles spot. Click on these pictures to see a video

You can also see a small sample of the most well- known advertising posters for Tio Pepe throughout its long history.

Until recently, 40 per cent of all sherry was bought by those aged 65 or over, mostly buying the sweet styles, but winery industries have targeted a different audience. Therefore, the sherry industry has started promoting its dry styles far more. Even this kind of wine is being used in cocktails. Nowadays, the target audience is men and women over 30 years old. People who like going out with friends and families, eating out or hosting dinners. 5. TARGET AUDIENCE

Sherry is flying off the shelves and appearing on the menus of an increasing number of restaurants, as well as being championed by celebrity chefs. Many specific sherry bars have appeared recently in other countries. 6. THE EMERGENCE OF SHERRY WINE AROUND THE WORLD A number of award-winning London restaurants such as Moro and Fino offer substantial sherry menus, with many newer restaurants copying the trend.

1 L0,75 L0,375 L0,05 L TIO PEPE10 €5,91€4,10 €2,50 € FINO TERRYNO5,40€2,40 €NO FINO SAN PATRICIO NO5,71€3,25 €NO TIO MATEONO7 €4,50 €NO DRY SACKNO5,65 €3,40 €NO 7. PRICES OF DIFFERENT BRANDS Each winery has different size of bottles and prices although prices are similar.

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