Change of leadership at Sherry Wines UK

By Mathew Lyons

Published: 01 February, 2016

Graham Hines, the longstanding director of Sherry Wines UK, has announced his retirement.

Under Hines leadership, Sherry has undergone a renaissance in the UK. The number of bodegas represented has risen to around 40, while the number of importers has nearly tripled.

Key initiatives such as the Great Sherry Tasting, Sherry Festival, and International Sherry Week have helped Sherry expand further into the on-trade and develop UK consumers' understanding of the breadth and diversity that Sherry has to offer.

Beltrán Domecq, president at the Consejo Regulador Jerez-Xérès-Sherry and Manzanilla-Sanlúcar de Barrameda, said: "It has been a turn-around time for Sherry in the UK over the past eight years and we have been very fortunate to have someone of Graham's standing in the industry to preside over such an important period in our history.

"Under Graham's guidance, we have achieved a stronger position from which to build in our most significant export market. And this includes, most notably, a record number of importers and bodegas represented, with a strong and growing presence for many of the lesser known styles of Sherry."

Hines said: "It is with mixed feelings that I have decided to retire, after a challenging and rewarding time working with Sherry. I shall continue to follow its fortunes with interest and wish every success for the future."

Sherry Wines has handed responsibility for its UK acitivities to Angeline Bayly, managing director at wine marketing agency Bespoke Drinks Media.

Bayley has worked alongside Hines for the last seven years and will work closely with the Consejo Regulador Jerez-Xérès-Sherry and Manzanilla-Sanlúcar de Barrameda to develop the Sherry's position in the UK market.

The Consejo Regulador doubled its marketing spend to some €300k last year.

Bayly said: "It has been a privilege to work with Graham, on a wide variety of activities over the past seven years. We have learnt a great deal from him, for which I am particularly grateful.

"While his extraordinary knowledge of Sherry will be missed, I am confident that we have an exciting and innovative campaign in place for Sherry throughout 2016, which builds on the projects Graham and I have worked hard to develop."

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