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The González Byass Tío Pepe Store in Jerez has been awarded the "Best Retail Experience" award in the sixth edition of the Drinks International's Wine Tourism Challenge, organised by the British magazine The Drinks International. The jury of these awards, which promote and acknowledge quality wine tourism around the world, has wanted to distinguish the innovative experience of the Tío Pepe Store, describing it as "very impressive".
Located inside the González Byass wineries in Jerez, the Tío Pepe Store is more than a shop: it is a unique wine tourism experience whose central axis is the knowledge of wine as perceived by the senses. Blind tastings or food and wine pairings; cocktail workshops to let one’s imagination run wild; courses on the use of venencia for the most daring ones, or cultural contests that combine diverse arts with the world of the wine, are some of the activities that surprise the wine tourist that walks across a space where time seems to have stopped and each nook and cranny whisper of past moments.
González Byass, the essence of sherry history
Visiting the González Byass wineries in Jerez means to start a journey through the overwhelming world of its unique wines, by means of a series of activities that awaken the five senses and unveil the history of sherry. Proposals that manage to move souls and bodies –such as the Tío Pepe Festival, a multisensory experience intimately connected to wine, gastronomy and the buildings that make up the winery themselves, or the Sherrymaster by Tío Pepe, a total immersion in the universe of these millennial wines– are designed to show wine tourists the magic of these wineries that house and preserve the essence of Sherry.
All these experiences will certainly be reinforced with the opening of the world's first "Sherry Hotel", scheduled for the end of 2018, to be located inside Tío Pepe, the most visited wineries in Europe, with more than 200,000 visitors every year.