The Secret Society that Everyone’s Talking About.

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. The secret society dedicated to publicly pronounce the amazing qualities Sherry, wine's best kept secret. We focused on creating events and experiences to recruit new “members” and along the way had fun educating people. We gave each sherry a persona to match it’s 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 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.