Food & Drink International - Winter 2017, Volume 2 - 134
seen carrying a bag of liquor. "We were always delivering,"
Adams says. "Fulfillment was something we were already
doing back then. The difference is now it's all about what
makes us special on mobile and e-commerce platforms."
Sherry-Lehmann prides itself on a transparent website
that offers product details. The company does note that it
can't list its entire inventory on the website or in its catalog
because it is too vast, but asks clients to send inquiries about
a particular request.
The Sherry-Lehmann catalog began in the 1930s and it
is still a big marketing platform today with a mailing list
that has grown to about 80,000 subscribers. "We are archiving all of our catalogs from the past eight decades
and making sure we preserve them," Adams notes. "I received an email from a business school about a year ago
who wanted to know about champagne pricing over the
decades and they told me the Sherry-Lehmann catalog is
the only record that exists."
Sherry-Lehmann's catalog, website, mobile app and Instagram are not going to single-handedly transform the business, but work together to reinforce the company's messages
>> Sherry-Lehmann enjoys selling the virtues of fine wines.
and enhance its level of communication. "We are in the process of updating and launching a new website," Adams notes.
Sherry-Lehmann does not want to have 100 stores throughout the country. Rather, the company looks to penetrate new
markets and continues to differentiate itself from the big-box
stores as a fine wine merchant.
"We offer something different from our product supply
and sourcing to different level of education and access to
education," Adams says. "We do envision being in more
markets and a successful fine wine brand against the tide
of private labels and bigger box stores. We like cozying up
to the fine wines and selling the virtue of those wines. The
quality in the bottle will transcend it. We believe in being
grounded in the market."
Moving forward, Sherry-Lehmann is focused on remembering its history and what has made the company what it
is today while embracing the future and innovation. "The
industry lends itself to new vintages, new discoveries
throughout the globe and fine wines being introduced and
brought to market," Adams says. "As a point of distinction,
part of the Sherry-Lehmann legacy is having been there
from the beginning as a fine wine merchant. It's an extraordinary thing to be a part of and Sherry-Lehmann is an institution in New York."
food & drink international * winter 2017 volume 2 * www.fooddrink-magazine.com