Gonzalez Byass UK has seen sherry sales soar during the Covid-19 lockdown period, with Nielsen data showing total impulse value sales peaking at +124% in April.
The alcoholic beverage has sustained an impressive +93% value growth even after hotels and restaurants started to reopen.*
Tio Pepe, Gonzalez Byass’ iconic Fino sherry brand, has been its star performer, outperforming the category over the 12 weeks to 27th June with YOY sales value +33%, according to the latest Nielsen data **.
All styles of sherry, across Gonzalez Byass UK’s portfolio, have shown impressive growth over the lockdown period.
Despite the on-trade being down, fans of the limited unfiltered Tio Pepe En Rama, have been so keen to buy, that En Rama has achieved its fastest sales ever.
As a result, the UK us requesting an increased allocation of stock originally destined for other countries.
Gonzalez Byass UK managing director Martin Skelton comments: “Sherry is an unsung hero, and amazing value. And our job is now to shout about its many styles and its versatility.
“Tio Pepe Fino is my favourite wine as an accompaniment for food. Its savoury saltiness makes it a delicious pairing for salted almonds; green olives; garlic mushrooms; Spanish omelette; grilled chicken or fish; paella – the list goes on and on. And as a cocktail or simply served with tonic, it is a revelation.
“This is a great moment for sherry – whether Fino, Manzanilla, Amontillado, or the super luxurious Pedro Ximenez - to reassert itself as one of the world’s most elegant and awe-inspiring drinks.”
* Source: Nielsen Covid-19 BWS report w/e 25.07.20
** Source: Nielsen BWS and Sherry Market Overview Scan Track GB offs – Period ending 27.06.20
