Dry Sack repackaged

Print Article E-Mail Article

Sherry and brandy producer Williams & Humbert have presented the new packaging of flagship sherry brand Dry Sack

Both the Fino and the medium sherries have been given a contemporary look and reaction from the trade has been excellent.

The new designs will be introduced in Spanish duty-free retailer Aldeasa in early 2003 and then rolled out into other major duty-free and domestic markets in the first half of the new year.

Javier Medina, Duty free director confirmed to TRW "Duty-free sales have held up fairly well in the first nine months of the year and we expect the new packages will give our sherry sales a further boost. So far sherry and brandy sales in Spanish duty free have risen by 8%."

Medina added, "Sales in Latin America have also done better than expected with exceptionally strong sales in Motta outlets in central America. Our Crema de Alba cream liqueur has increased by more than 25% in several outlets."