On a trip to London last week, I tried to get a feel for how consumers might see sherry. Just ordinary consumers, not the sorts who buy wines from expensive West End merchants. Of course, this exercise was totally unscientific. In between errands and meetings, I dropped into as many shops as I could to get an idea of what a potential sherry drinker might experience. I stupidly forgot my camera at home, and the pictures my phone produced are simply not up to scratch for this post. So you will have to do with this picture of Tio Pepe and the amusing advert down below.

Anyway, the value wines account for the largest part of the steady decline in sherry sales and since most sherry in the UK (largest sherry market) is sold through the the supermarkets, these were necessarily my main ports of call. All the supermarkets I went into had house brands, which seemed to be fully representative, even including Amontillado and Oloroso wines (this surprised me). Tio Pepe was ubiquitous with Croft Original and Harvey’s Bristol Cream popping up in most places, including even smaller off-licenses (bottle stores), but not so much in the off-license chains, like Oddbins and Majestic. I’m certain if you ask any Briton to name a sherry, one of these three brands above will come up.

Tesco, the UK’s largest supermarket, has their house brand produced by Zoilo Ruiz-Mateos (part of Grupo Garvey). The Tesco packaging did nothing for me (nor did “Bodega Jerezana” at Waitrose and Sainsbury’s “Taste the Difference”) but I was not really expecting own-branded goods to do much. I’m sure the wines in these own brand bottles are very good but I could not help thinking that buyers own brands can’t be doing sherry any favours, …