Truth is, I’m a heretic. I’m going to say it, and I’m sure someone is going to call me on it, but I can’t stand watching Gary Vay-ner-chuck. If you don’t know what I’m talking about, then you know nothing of the online wine world. My sense is that Gary of Wine Library TV is a great guy, who I look forward to meeting one day; although I hope his interpersonal skills are better than the loud intros he’s renowned for in his videos.

That said, Gary is my hero as of late. Since the moment I first stepped on Portuguese soil, back in 2003 with Gabriella, I have been in love with their wines. I remember driving my Minnesota wine buyer crazy, upon my return, with requests upon requests for obscure Portuguese wines to sell. I knew then, and I still know now, that Portuguese wines are both amazing values and of great distinction. With so many new flavors, styles and unique characteristics, if you don’t love them, you just don’t know them.

And clearly, I’m not alone, as Gary is currently singing their praises as well. And what’s so phenomenal about his love of Portuguese wine is that Gary’s voice is 100 times louder than ours here at Catavino, not to mention that he’s reaching out to young wine lovers who are just beginning to learn about wine. (Congrats on the Revision3 gig!)

I remember when I was a young, impressionable wine lover, still forming my opinions about what good wine was to me. Many of those early ideas are still firmly implanted in my head, continuing to influence my ideas about the way in which I perceive wine. Now just imagine those very same impressionable minds hearing Gary shout, …

A few days ago, I came across a story aboutSpain’s investment in Sherry wine in Decanter. After reading it, I thought to myself, “Damn, that there is a good idea!” The main markets targeted in 2008 are the US, Canada and Japan. Makes sense, considering that they are all up and coming wine consuming nations with enormous potential. And having spent a long weekend with the staff and officials of DO Sherry, we know that they’re open and welcoming personalities who would be just what the doctor ordered to successfully promote Sherry.

To be clear, I don’t have a clue as what they are planning, and I’ll be the first to admit rabid curiosity, but I sure as hell hope that a big chunk of this goes to social online marketing! In Spain, this area is untouched, and with the response we’ve seen in the US and Japan to new internet media, success is guaranteed if they use it. Granted, I’m not holding my breath, but I am hoping and praying, because we love Sherry and want to see them succeed.

So I want to ask all of you out there, many of whom have a good background in non-Spanish wine markets, what do you want to see? What would you do if you have 2.8 million Euros to spend on revamping the image of Sherry? I’ll make sure the D.O. themselves see this, because it would be great to get some good ideas from the wine-o-blog-o-sphere and a bunch of wine bloggers.

My wishes would include a non-flash based website that was easy to find information on. A series of Youtube videos that encouraged people to make their own. And finally, …