Brands and the Expansion of the Sherry Exports, 1920-1980
AbstractThis This paper looks at the role of brands in the expansion of sherry exports into the UK during the 20th century. From 1920, the leading Spanish sherry firms (Domecq and González Byass) popularized their own brands through wide advertising campaigns and increased their commitment with the import market establishing distribution alliances and subsidiaries. The sale of their own brands allowed firms to overcome the reputation problems that had caused a decline of exports from 1870 onwards. During the second half of the 20th century the advertising budget of the firms increased even more, allowing exports to multiply by 7 between 1950 and 1980, and placing sherry as the second alcoholic beverage consumed in the UK after beer. The increasing competition placed by imitators and new entrants selling at lower prices to overtake the market power of leading brands, led Spanish leading firms to cut margins and compete on prices during the 1970s. The profitability of the sherry business declined in the UK, but the marketing knowledge acquired by the use of brands and the increasing integration into distribution allowed Spanish leading firms (especially Domecq) to grow internationally.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoPaper provided by Universidad Carlos III, Departamento de Historia Económica e Instituciones in its series Working Papers in Economic History with number wp06-09.
Date of creation: Oct 2006
Date of revision:
Contact details of provider:
Postal: Campus de Getafe, C/ Madrid, 126, 28903 GETAFE (MADRID)
Phone: +34-91 624 9809
Fax: +34-91 624 9574
Web page: http://www.uc3m.es/uc3m/dpto/HISEC/01presentacion.html
More information through EDIRC
This paper has been announced in the following NEP Reports:
- NEP-ALL-2006-10-14 (All new papers)
- NEP-HIS-2006-10-14 (Business, Economic & Financial History)
- NEP-MKT-2006-10-14 (Marketing)
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Akerlof, George A, 1970. "The Market for 'Lemons': Quality Uncertainty and the Market Mechanism," The Quarterly Journal of Economics, MIT Press, vol. 84(3), pages 488-500, August.
If references are entirely missing, you can add them using this form.