Q&A: Beltran Domecq

CV:

2003 to present - commercial relations director. Master of Sherry and Brandy de Jerez, Domecq-Jerez​

1990-2003 - director of vineyard and public relations of the Domecq, Harveys and Terry Bodegas [wine warehouses]. Technical counsellor in oenology for Bodegas Domecq in Mexico, Rioja and Jerez​

1977-1990 - quality/research and development director Bodegas Domecq in Jerez de la Frontera​

1973-1976 - wines manager for Domecq in Jerez de la Frontera​

1970-1972 - technical director for Bodegas Williams & Humbert Ltd in Jerez de la Frontera​

From the ninth generation of the Domecq family that settled in Jerez from France in the 18th century, Beltran Domecq talks to Adam Withrington about Harveys sherry and why he wants to get UK drinkers to abandon the traditional schooner​

Tell me about the Harveys schooner amnesty - why have you embarked on this strategy?​

Schooner-style glasses are everywhere in this country. It is interesting, even when you are in the airport you see it. When you look at the information telling you how much alcohol you can take out of the country, all of the different categories are symbolised by different glasses and sherry is symbolised by a schooner.

Nowhere else in the world do you see this glass used for drinking sherry.

The problem is that the glass is so small that you have to fill it to the top - as a result you are not able to smell the aromas and taste the sherry properly.

We want sherry to be seen for what it is - a high-quality wine. We have to convince people that sherry is a wine and should be drunk as such, chilled and in a proper wine glass.

We want to attract younger people into drinking sherry while they are eating. We have taken a step towards attracting younger people through the recent launch of Harveys Orange - and similarly with the unveiling of the perfect serve of Harveys Bristol Cream with a slice of orange.

Why do we use schooners in the UK?​

When the Domecq company first imported sherry into the UK it was a higher ABV than now - around 20 per cent. Therefore people probably thought it was best to serve it in a small glass.

Did you get your passion for sherry simply because of the family you were born into?​

Well, it is as simple as the fact that I was in a family that had interests in sherry - I was smelling sherry the day I was born! And I married into a family that had sherry interests.

But my passion for sherry has grown over many years. I am passionate about wine in general and when I was very young I was going to Bordeaux, Burgundy and California. My life has been devoted to sherry, brandy and wine.

Why are there problems with sherry's image in the UK market?​

There has been a decline in the past 15 to 20 years - I think the big brands have been less affected by this. For example, Bristol Cream has kept up OK. But sherry's general image has declined because of the low pricing strategies of retailers. The price should be comparable to wine of the same quality. But sadly, it is not.

How can you turn this around?​

Clearly there has been a lack of investment in the marketing of brands over the past 20 to 30 years and I am very conscious that we need to reverse that now.

The big challenge in the UK is to try and get people to drink sherry with food, but, more importantly, to drink sherry with things the British usually eat. So, for example, have Fino with smoked salmon, or salad and vinaigrette, have Amontillado with chicken tikka masala, Bristol Cream with trifle or fruits, or Reserve with chocolate. You don't have to eat anything extraordinary when you match with sherry.

People have pre-conceived ideas about sherry - surely these will be very difficult to shift?​

Well, that is about education. We need to deseasonalise sherry - it is not just a drink for Christmas but for summer as well.

Similarly you need to look at the ABV issue - there are Australian wines that have a higher ABV than Harveys, yet no-one has a problem drinking them at the table.

It's The Publican's round, what are you drinking?​

Because I am in England I want it to be raining, then go into a pub and have a good pint of ale. It is a tradition here and I love it!