The Mayor of Jerez, María José García-Pelayo, emphasized the city’s strong support for the Wine and Brandy Routes Association as it approaches its 20th anniversary in 2026. This announcement was made during the General Assembly held at the headquarters of the Regulatory Council, with President César Saldaña and other key members present.
20th Anniversary of the Jerez Wine and Brandy Routes
In her speech, Mayor García-Pelayo highlighted the importance of collaboration between the local government and the association. “The City Hall is a committed partner, and every initiative you propose is also beneficial for us,” she stated. The anniversary coincides with the capital’s designation as a culinary hub, which the mayor believes should be leveraged for mutual benefit.
Assembly Highlights
The assembly, held on Thursday, approved the minutes from the previous meeting on December 1. Key topics included plans for the 20th-anniversary celebrations, scheduled for July 30. A gala is planned at the Atalaya Museums to commemorate this milestone.
Upcoming Projects
In celebration of their two decades, the association aims to enhance its visibility. In 2024, the Jerez Wine and Brandy Routes became the most visited in Spain, attracting 425,000 guests. Planned initiatives include:
- Media outreach campaigns targeting specialized journalists.
- Promotional activities on social media, including branded souvenirs.
- Updating the logo and corporate identity.
Additional projects involve producing the second Accessibility Study for Tourism. The first was completed in 2024. The association also plans to focus on digital enhancements and improving enotourism training and quality.
About the Association
Founded in 2006, the Wine and Brandy Routes Association aims to unify the diverse tourism offerings surrounding the enological attractions in Jerez. Its efforts contribute to the economic, social, and cultural development of both urban and rural areas. Members include wineries, hotels, bars, and museums, working together with local governments and regulatory councils to meet the demands of quality enotourism.
The association has successfully positioned Jerez as a premier global enotourism destination, fostering both tourism and local heritage.
