Tio Pepe sales rise during lockdown
Sherry producer Gonzalez Byass has reported that UK sales of its flagship brand Tio Pepe has seen sales soar over the last 12 weeks and the annual En Rama release seeing an increased allocation to keep up with demand.
Over the 12 weeks to 27 June, Gonzalez Byass UK reported that Tio Pepe outperformed the overall Sherry category, with year-on-year sales value up 33%, and indeed all Sherry sales across the portfolio have enjoyed “impressive growth” over the same period.
Even with the important on-trade sector closed, the release of the unfiltered form of Tio Pepe, ‘En Rama’, was also judged to be a success, with the UK achieving its fastest sales ever and bottles redirected from other markets to keep up with demand.
The company noted that the sales were likely a mix of customers falling back on brands they knew and trusted already and others increasingly shopping locally in independents and allowing themselves to try new things.
Martin Skelton, managing director of Gonzalez Byass UK, said: “Sherry is an unsung hero, and amazing value. And our job is now to shout about its many styles and its versatility.
“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.