Sherry Wine

How do you take Sherry, a wine formerly associated with old ladies and bad cooks, and make it relevant again? We wanted people to “discover it.” So after creating the Secret Sherry Society, we did our best to artfully disseminate the secrets of the Spanish wine Sherry. We created press kits and a website and sent it out to various food and wine influencers. Once we got them talking and blogging, we reached out to the masses with secret cocktail parties and events, wild postings and an expansive website (where they could join the society, learn about all the varieties of Sherry and download party kits to throw their own events). This campaign ran over the course of 3 years. Isn’t that how most secret societies do it?