Wine Tourism in Sherry Country and a Lesson from Portugal
Two weeks ago, after a very relaxing holiday in Galicia, we chose to make our way home to Jerez via Portugal, stopping off for two nights in Oporto on the way. I’ve been to where they make Madeira, I live where they make sherry but I had never been to Oporto, so this was an exciting opportunity to visit the place where they make Port. For me, the “traditional” fortified wines are madeira, sherry and port so in a way this completes the circle.
What struck me immediately on arriving at Vila Nova de Gaia, where all the port lodges are, was how geared up they are for visitors. This is starkly different to the experiences to be had at the sherry bodegas in Jerez. I’m being general here, so there are exceptions, but I think the sherry trade could learn a lot from their cousins in Portugal. But of course that’s only if the sherry trade sees any benefit in visitors to their bodegas. I often wonder if they really do.
If I were a winemaker and someone made the effort to turn up at my cellar door, interested in my product, I’d be more than happy to show them around, give them a taste and hopefully sell them a bottle or, even better, a case or two. Surely, that’s good PR? Is there any point in catering for wine tourism? Is it worth opening up to visitors? Actions speak louder than words, so the port companies obviously think wine tourism is a …
Posted in: Blog · Tags: amontillado • fortified wine • French wine • Graham • lessons • Oloroso • Portugal • sherry • Spain • tourism • Travel • Vila Nova de Gaia • wine











