Car rental in Jerez de la Frontera: best location

I picked up a rental car in Jerez (returned it in Granada) in February 2013. I booked through Europcar and the pick-up location was Sherry Park Hotel, Avenida Alcalde Alvaro Domecq 11 . I took a taxi from my hotel near the center for €9. Afterward I drove back to the center to a couple of sights before leaving town. It was February, so maybe that makes a big difference, but I don't remember much traffic in Jerez during the 5 days I was there, and certainly not the morning I drove. I did get a little lost, but that's pretty usual for me :-)

I took taxis quite a few times in Andalusia and Madrid, mostly between train stations and hotels. All the fares were under €10.

I think Jerez is pretty mild traffic, but I guess it would depend on what you're used to. I generally shop for something close to my lodging. If you're going straight from the train, I'd go with something that's walking distance from the station. Use Google maps or via Michelin to map out your options. I might cross town to save some euro, but generally not if it cost me a taxi ride and time.