How sherry is attracting a younger demographic eager for brands with stories to tell – Category Intel

Recruiting new consumers continues to be ever-more crucial for sherry brand owners as the category’s well-documented decline continues in most markets, including the UK, the Netherlands, Germany and the US.Not only is the segment's traditional consumer base consistently being eroded, it also faces more specific challenges in some of its most important export markets, notably the duty increase imposed in the UK in August, which saw most fortified wines go up by about GBP1.50 (US$1.68) a bottle.Sales in the UK have been faltering for some time, apart from during what IWSR Drinks Mar