As most people know, the year-end holidays constitute one of the decisive periods in the business activities of the Denomination of Origin bodegas, especially in foreign markets.

The sales figures for Sherry and Manzanilla, at this point of the year, show a clearly positive balance with respect to the previous period, with a three percent increase in sales. Notwithstanding, it is during the months of November and December when a large percentage of sales take place, so these last few weeks are one of the most active periods for the bodegas from a promotional point of view.

The Consejo Regulador has intensified its generic promotional efforts for these months, carrying out dissemination activities in markets as disparate as China, Canada, the United States and the Netherlands. In the case of China, over the last few weeks a good number of activities for the new promotional Sherry campaign in collaboration with the Institute of Foreign Trade have taken place in Beijing and Shanghai. China is without a doubt a market with enormous potential, even though there is a general lack of knowledge concerning wine in general, and Sherry in particular. This is why the campaign activities have an essentially educational focus, with the aim of familiarising trade professionals and specifiers with the different types of Sherry, which offer important pairing possibilities with the wide variety of China’s cuisine.

Important promotional activities have also taken place in Canada as well over the last several weeks. Specifically, the Consejo Regulador has held a series of seminars in Montreal and Toronto, with a large number of participants and significant media coverage. On this occasion, the Consejo’s activities received support from different Sherry Houses, specifically from Real Tesoro, Williams & Humbert, González Byass and Lustau, who sent qualified representatives to Canada from each of the firms. Their representatives participated in the different seminars and activities with different wines from each of the bodegas.

Also held recently in New York was the second edition of the Sherry Cocktail Competition, which gathered bartenders from all over the United States together in the Big Apple. After the required pre-selection process, nine bartending professionals from such diverse areas as San Francisco, Las Vegas, Colorado and New York itself, presented their creations in the national final. Finally, following difficult deliberations, the judges, comprised of authentic specialists on the subject, declared bartender Giuseppe Gonzalez from the Flatiron Lounge in New York as the winner. In addition to trophies and cash prizes, the winner and three runner-ups will be enjoying shortly a trip to Jerez, where they will no doubt expand their already in-depth knowledge about Sherry and the world of possibilities for its use in cocktail-making.

And lastly, this month the first national final for the Sherry Glass award was held in Amsterdam. As in the other ten participating countries over the course of this year and the first half of 2008, a selection contest is being held to choose the restaurant representing the Netherlands in the next international edition of the Sherry Glass award- the international competition for the pairing of food and Sherry - which will take place in Jerez at the beginning of 2009.

Now Sherry can also be "read" in the United States. The presentation of the English-language edition of the "Gran Libro de los Vinos de Jerez" in New York, organized by the Consejo Regulador in collaboration with the Wines Department of the Trade Commission of Spain in New York, brought together elite personalities from the US wine scene. More than 150 guests, including members of the specialized press, wine critics, importers, sommeliers, and restaurateurs from the Big Apple attended the presentation of "The Big Book of Sherry Wines" at 149 East 38th Street.

This is the address of the Gabarron Foundation Center for the Arts, dedicated to promoting the latest in Spanish culture which in the last few years has become a hub for the arts in Manhattan. Speaking during the event moderated by Steven Olsen, an authentic ambassador for Sherry in the United States, were Bosco Torremocha and Cesar Saldaña, director and director general respectively of Fedejerez and the Consejo Regulador. Mr. Saldaña presented the work, a joint collaboration between the Consejo Regulador and the Regional Ministry of Agriculture and Fisheries of the Regional Government Andalusia.

Following the presentation, many guests had the opportunity to browse through The Big Book and to taste several types of Sherry paired with culinary creations prepared by the notable chefs that make up New York’s new-wave of Spanish cuisine: Andy Nusser of Casa Mono and Bar Jamon (and finalist in the latest edition of the Sherry Glass award); Alejandra Raij of Tía Pol and El Quinto Pino; Seamus Mullen of Suba and Boqueria; and Máximo Tejada of Rayuela. In short, the "crème de la crème" of the Big Apple’s new-wave Spanish cuisine banding with Sherry; all strong allies of the communications strategy focused on showing the US that Sherry is modern and versatile and a preferred wine for meals.

The presentation of The Big Book was an affirmation of the plans envisioned for Sherry in one of the most important markets for the Denomination of Origin with respect to both current volume and potential growth. In addition to offering the trade and trend-setter guests a vision of the possibilities of Sherry in gastronomy, another segment with enormous potential for the future was highlighted: the use of Sherry in cocktails.

The drop in temperature did not discourage an enthusiastic crowd to show up for the December Event of Sherry Wine Association's, Shanghai, which took place at the Chinaflower Restaurant - a place that specializes in traditional Shanghai cuisine. Guests included Nancy Pan, Brand Ambassador of Pernod Ricard, Angelina Young, Manager of Shanghai Terroir Sales Co., Ltd, Bing Li, Brand Manager of ARC International, Jason Zhu, Beverage Manager of Golden Villa Club, Jiandong Tian, Deputy Editor in Chief at The Bund Magazine.

Jerez – Xérès - Sherry DO, Fino was chosen to pair with cold starters - which included “Sichuan Spicy Chicken”, “Old Shanghai Deep Fried Fish” and “Lichee Pork Ribs”. This Sherry's refreshing taste and hint of yeast brought a wonderful balance to the robust spiciness and sourness of crispy chicken. The Slightly sweet Jerez - Xérès - Sherry DO, Oloroso and sweet Lustau, Deluxe Cream were enjoyed with “Hot Oil Eel in Shanghai Style”, “Steamed River Fish” and “Smoke Salted Duck with Pancake”. The sweetness of Sherry went very well with these dishes. “Smoke Salted Duck” with Pancake and Jerez - Xérès - Sherry DO, Oloroso, made an especially delectable pairing with the duck's strong smoky flavor perfectly complemented by the smooth sweetness and oak scents of the wine - which bears some resemblances to Shaoxing rice wine.

This month's event challenged the impression that all Sherry wines are as sweet as Port wines. It also evoked a wider interest among the attendees, who sought the association's opinions on the promotion of Sherry. And expectations are now running high, as everyone is looking forward to the next match for Sherry.

Thanks to the unceasing efforts and promotion of Taiwan's Sherry Wine Association, the banquets of the Association, ongoing for months, have caused many wine enthusiasts to fall under the spell of sherry. On December 19th, the members of the Association gathered once again to appreciate the convergence of sherry and Chinese cuisine. Among the guests of the night were familiar faces Antonio Cantin, the Secretary General of the Chamber of Commerce in Spain; Mike Jewell, Chairman of the British Chamber of Commerce in Taipei; and wine connoisseur Jason Lau. Also attending was Andrew Teng, Director of Americas and Asia Group, Corporate & Institutions Division, Societe Generale Corporate & Investment Banking, who had just returned from France and taken the opportunity to join in the festivities. The banquet was held at Tao Luan Ting Roast Peking Duck Palace, and the delightful aroma greeting the guests upon arrival sparked immediate anticipation for the refreshments of the evening.

As the founder of Taiwan's Sherry Wine Association, John H. Isacs, CEO of EnjoyGourmet Digital & Print Media, chose eight different brands of sherry to go with the various courses of the night. Lustau, Puerto Fino, with its fresh, fruity bouquet, refined taste and smooth, velvety texture, was paired with Salted Chicken to appropriately enhance the aroma and tenderness of the chicken. Hidden under the burgundy liquid of Jerez-Xérès-Sherry DO, Dry Oloroso, is a pleasing walnut fragrance, and the rich taste and multi-layered texture made it the perfect counterpart to Tao Luan Ting's specialty, Duck Meat and Skin with Pancakes, Green Onions and Plum Sauce. The crisp golden skin of the duck and the meat, moist without being fatty, blended intimately with Oloroso's slight sweetness: some guests put held forth that though the texture of the wine resembled that of Shaoxing, it was much more elegant than Shaoxing. After the desserts arrived, Sánchez Romate, Pedro Ximénez followed in their wake. The Mashed Dates Pancake and Sweet Glazed Potato complemented the sweet but not cloying taste of Pedro Ximénez, which not only emphasized the sesame seeds on the cake, the aroma of the dates and the sweetness of the yams but also, surprisingly, cleansed the palate, making it impossible not to succumb to the exquisite charm of this most beguiling of wines.

Set off by the sherry, the delectable dishes of the evening seemed even more mouthwatering than usual. While exchanging thoughts and opinions, guests agreed unanimously that the diverse qualities of sherry made it the best choice of drink in celebrations with friends and family.

The trend has also spread to other cities - and in the same month John also carried on the training sessions at Shanghai's Pudong Shangri-La and Skyway Landis Hotel. A crowd of culinary professionals was present at each event. The audience was dazzled John's vivid depictions of each drink and the beauty of Sherry wine. Hubert Kuchar, Service Manager-Training of Pudong Shangri-LA, and Ray Wang, Asst. Executive Floor Manager, both voiced satisfaction with the training session. And have said that they look forward to similar activities in the future and opportunities to let more people know about Sherry.