South African ’sherry’ to miss out on the Downton Abbey effect?

Once considered the tipple of choice of grannies and ladies of a certain age, sherry is back in fashion, at least in the UK.

And it’s thanks to the TV drama Downton Abbey.

Sherry has traditionally been regarded as having a dowdy image, -  a Christmas aperitif for the older generation.

But thanks to its dominant appearance in the set piece pre-dinner drinks menu on Downton Abbey sherry has shaken off its old fashioned image and is emerging as a trendy pre-dinner drink of choice of young and old.

Sales figures in the UK have shot up as a result.

But will this positive influence extend to South Africa, now that Downton Abbey is hitting the screens here?

Not if the pen pushers in Brussels have anything to do with it.

As of January 1 South African ‘port’ and South African ‘sherry’ have been declared illegal on liquor store shelves.

The reason for this state of affairs is that the naming provisions of the Wine and Spirits Agreement (as part of the Trade Development & Cooperation Agreement (TDCA) between the European Community and South Africa) took final effect in denying South Africa the use of these terms.

Shame really.

But consumer familiarity with brands like Monis Fino, or medium cream are at such a level that maybe it does not matter.

Next step for the bureaucrats will be to apply the regulations to a wide range food products like Parma ham, cheeses, sausages, olive oils, beers, vinegars and even bread products.

Another glass of the fino, Auntie?