Website Seeks To Lure Drinkers To Sherry

Can sherry be made cool? Advertising Age says that a Seattle ad agency called Creature has been given the task of bringing a drink more seen in classic literature than in local bars back into the spotlight. Creature has created a website called the Secret Sherry Society for The Sherry Council of America. The site includes a digital castle for visitors to explore. Rooms contain videos and information on types of sherry, sherry cocktails and the history of sherry. The hope is that the site will acquaint the uninitiated with sherry in a new fun way.

Sherry isn't exactly trending hot with younger drinkers. The Sherry Council has been hosting dinners for the media and key influencers to try and create a sherry buzz. The Ad Age article makes reference to the connection between hip-hop and cognac. The sherry website is well-designed but websites alone don't usually drive a person to purchase a product. The site doesn't quite bridge the gap between information and action by defining what occasions might call for a glass of sherry. While it has a sense of the old much like absinthe does, there is no similar sense of mystery behind it. When is the last time you drank sherry? Does sherry need a celebrity spokesperson or a big ad campaign to help it gain traction in the marketplace?