In an effort to persuade consumers to re-evaluate the drink, the Sherry Institute of Spain has launched a generic push running this month and again in November and December. The Institute is running a sampling programme with Sainsbury, Tesco, Waitrose, First Quench, Majestic and Oddbins. The initiative is focused on a target audience of upmarket discerning wine drinkers between the ages of 25 and 54 who live in London and the south east. This will run alongside a programme for independents who are being invited to submit promotional initiatives. To qualify stores must be selling products from three sherry producers. If the institute likes the ideas it will provide each store with up to £2,000 to fund them. {{DRINKS }}