Gonzalez Byass

11 July, 2008

The Hyde, Woodcock Hill, Coopers Green Lane, St Albans, Herts AL4 9HJ

T: 01707 274790

E: info@gonzalezbyassuk.com

W: tiopepe.co.uk

Established: 2004

Turnover: £30 million

Marketing and promotional spend for 2008/9: £6 million

Brands: Tio Pepe, Beronia Rioja, Altozano, Soberano, Croft Original (Spain)

Off-trade split: 80%

Key personnel: Martin Skelton, managing director; Suzanne Strain, wine director; Jeremy Rockett, marketing director

Sampling at farmers' markets and promotional radio interviews fronted by Olly Smith are just two of the ways Gonzalez Byass has been positioning its flagship Tio Pepe fino sherry as a pre-dinner drink. The brand has also been promoted through

20cl trial bottles in the off-trade carrying a money-off voucher to encourage repeat purchases. Morrisons' senior wine buyer Suzie Cornwell has

joined

as senior off-trade business manager.




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

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