Author(s): JEFFS JULIAN
Very good copy, hardback.
The way to enjoy this book is not to see it as a guide to sherry. Rather approach it as a book on commerce. The commodity being traded is sherry and the period covers a vast sweep of Andalusian and British history spanning 650 years. As a business book it covers getting the product to market, marketing the brand, staying relevant as consumer tastes change, prospering in good times and weathering every imaginable crisis from war to pests and plagues, from sudden changes of trading terms bought about by Royal decree to staying one step in front of the Inquisition.
This is a book full of extraordinary characters who built businesses that lasted for hundreds of years and is in part a ‘book of lessons' that may teach you how to survive in business and what you must do to at least give yourself a chance. Approached this way the book is a great tale.
Jeff's may not have had any of this in mind when he wrote this but that is what I found reading it the second time. One of the marks of a great book is that another generation can see a different insight that is relevant to them.