Gonzalez Byass

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.