Consejo Regulador - Sherry Wines Vinos de Jerez

A Spanish collective that regulates and markets Sherry.

The Secret Society that Everyone’s Talking About. An integrated activation effort for sherry.

A fun, intriguing assignment that involved meeting the top sherry producers in Jerez, Spain. We set out to change the perception of the category from obscurity to exclusivity; to find a way to make it newsworthy. The solution was in creating The Secret Sherry Society. It was a tongue-cheek “society” dedicated to publicly share the amazing qualities of Sherry, “wine's best kept secret.” The activation campaign focused on creating events and experiences to recruit new “members” and along the way had fun educating people. Each sherry had a persona to match its style and worked with top chefs to help promote the “society” with cocktail recipes and appearances at events throughout the U.S. It was a powerful and very unusual way to change the conversation around sherry and move into new uses like craft cocktails rather than rely on their historical branding as a variety of wine.