US-born Perry, who has lived in Spain for over 30 years has played a leading role in building the international profile of the Rioja region and its wines. Rioja, in north-central Spain, is arguably the country's best-known wine region attracting visitors from all over the world. It is also one of the most prestigious, with Rioja wines priced at a premium.
Focusing simultaneously on international and domestic consumers, Rioja has a particular interest in reaching new-generation drinkers, eschewing traditional routes to engage their involvement, using instead channels such as comedy, horse racing, jazz and movies, as well as non-mainstream media.
Formerly a wine exporter, Perry has also been active in encouraging Rioja producers to style their wines more accessibly for New World wine drinkers, while remaining within the confines of the country's stringent legislation. To this end, he works extensively with regional, national and European Union law makers, as well as with his region's independent, corporate and co-operative producers. He lectures widely on international wine marketing and is a member of the steering committee of the Bilbao-Rioja chapter of the Great Wine Capitals Global Network and co-ordinates the network's international communications.
Says auction manager Christine Joubert. “Tom Perry is widely respected in international circles for his innovative approach to building the reputation and visibility of Rioja wines. His enterprising approach to marketing and his conversancy with the demands of major international markets, make him well placed to offer South African producers a range of insights.”
She adds that his views on reaching younger adults will be very welcome in the South African context. “While wines in South Africa's premium price category and higher, have shown good growth according to the major retailers, national average per capita consumption remains amongst the lowest for any wine-producing nation in the world. We have a pressing need to make wine more relevant to people in their 20s and 30s.”
