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González Byass launches sherry vermouth for 'conscious' cocktail consumers

Published:  15 June, 2016

Sherry-makers González Byass are hoping to snare new customers in the on-trade with the launch of a new sherry vermouth based on a recipe from the 19th century.

When it launches into the indies and the on-trade, it is believed that González Byass' La Copa will be the only sherry vermouth available in the UK.

Richard Witter, Brand Manager for the Jerez-based company, said they are hoping to tap into an increasing trend in the on-trade which shows that consumers are demanding more history and detail about what's in their glass.

"People are a lot more interested in the individual elements in the cocktail. I've noticed when our drinks are being made in cocktails, on the menu it no longer just says fino sherry, it says Tio Peppe fino. They mention the brand and the bitters which wasn't always the case. Ten years ago if you asked for a Martini it would say 'vodka and vermouth' on the menu but now they will go into detail about the ingredients," he said.

Witter says this is good news for La Copa which has the originality and the historic credentials to engage this wave of more discerning customers.

He said: "The time is right with vermouth. There's a real buzz about it in the cocktail scene and bartenders are making lots of sherry and wine cocktails at the moment. People are a lot more conscious of what they're drinking and where the serve comes from so I think La Copa will tap into that."

He added: "Cocktails are our main target, but more and more places are offering vermouth by the glass."

La Copa is sweet vermouth, likely to be used in cocktails such as Rob Roy or the Boulevardier, and is made from a fortified wine base with additional botanicals.

It is a blend of 8-year-old Oloroso and Pedro Ximénez sherry, made by recovering recipes and techniques dating back to 1896.

González Byass were able to extract the original recipe and label from the company's archives.