Isn’t it time you reconsidered a classic?

If you Google sherry, pretty much every article starts with a tired line of an elderly English lady or vicar with a tipple of sherry. It’s a cliché that it is hard to retire.

So if the cliché won’t be retired, it’s time to turn it on its head.​ A new campaign form Consejo Regulador Jerez-Xérès-Sherry is simple, and playful. Grandma Was Right, every generation needs its rebel.

“To get consumers to rethink assumptions requires a brand to consistently bash away at the message. Sherry is one of the great wines of the world and Grandmas are now “Glam-ma’s, so we decided to rework a tired trope into something to talk about in a campaign to make people smile,” says Chelsea Anthon, CEO and digital strategist at Chelsea Co, which is behind the campaign.

Chelsea and her team are behind International Sherry Week, 4 to 10 November 2024, which has grown exponentially over a decade with more than 20,000 events in 300 cities in 40 countries.

César Saldaña, President of the Consejo Regulador Jerez-Xérès-Sherry explains: “Sherry is yet to be discovered by a generation of wine lovers and we’re targeting younger wine drinkers to discover sherry, perhaps for the first time. Sherry is often associated with something your grandmother might drink.

“The reality is, Grandma had great taste, cream sherry, served over ice with a slice of orange, is a delicious long drink, a classy alternative to the heavily marketed sugary orange spritz drinks. Offering a fresh modern way of enjoying Cream Sherry is just the beginning of the sherry conversion.”

With challenges, comes opportunities and Saldaña highlights how some consumers can have their mind changed about the tipple.

He told The Morning Advertiser: “Most of Generation Z or even Millennials simply do not have any image of sherry.

“Probably people in their 40s or 50s, think sherry is something their parents would drink long ago.

Consumers in their 20’s and 30’s maybe have never tried sherry at all, this presents a new opportunity to reach people who don’t have any misconceptions about sherry.

For them, the world of sherry is new to discover, this is an opportunity for us because it's not about explaining what sherry is not but explaining what sherry is.”

In addition to the stereotypical view of a sherry drinker, there is also a perception the fortified wine is always sweet however, Saldaña dispels this myth.

“Most consumers would identify sherry with sweetness but what we are seeing is the dry styles gaining more share in the total consumption,” he says.

“If there’s a word to describe sherry it’s diversity. There are different styles, all of which based on the beautiful weather we have here that allows us to grow beautiful vineyards.”

While sherry is often ignored by the larger wine-drinking populace, even an entry-level Fino from a great winemaker shows an astoundingly nuanced and complex character.

In today’s market where many of the world’s finest wines have become prohibitively expensive, sherry remains the wine world’s great value secrets, as well as being one of the most versatile wines when it comes to food.
People in the know are paying attention to sherry. Fever-Tree entrepreneur Robert Rolls created a premium tonic brand in 2004, that revolutionised the gin market, another drinks category defined by “Grannie” tastes before the craft gin revolution. Rolls has set his sights on making Fino – the food friendly dry white wine – fashionable.

Rolls may be onto something, Fino, with pungent notes of roasted nuts and fresh sourdough, persist even into a long drink. Fino’s savoury richness is a perfect fit for the bitter and aromatic notes in tonic, making for a thirst-quenching aperitif.

Vogue magazine has officially declared drinking sherry as “in,” according to Hannah Crosbie, the 20-something Scottish wine writer for Conde Nast and the Evening Standard, fast becoming the Nigella of wine.

“Sherry is in, and I’m trying so hard to make this happen. Sherry is criminally under-priced for all the hard work that goes into making it. Something like a Fino or Manzanilla is perfectly refreshing and spritzy.” says Crosbie.

“Sherry and its diverse range of styles is an incredibly food-friendly wine, able to pair with a wide range of dishes from every culture.

“Fino is an easy pairing for Spanish food, but it matches brilliantly with pub or fusion food, standing up to the robust world flavours.

“It pairs particularly well with Asian foods that are hard to find a wine match. British fish & chips are perfectly matched with a chilled Manzanilla. Try a Palo Cortado, averagely aged for 30 years with a plate of British artisan cheeses or a deep and gorgeously amber Oloroso with new season game.”

Sherry has such a diverse range of styles, the best way to introduce your customers to world of sherry is to host a #SherryWeek event.

International Sherry Week is the 4 to 10 November, offering a great opportunity to match great sherry wines with a range of world cuisines.

International Sherry Week is a chance for pubs, bars and restaurants to share the world of sherry and introduce customers to a favourite wine they may have never tried.

This year will see Sherry Week events and Rutas in 30 countries, from the Spanish heartlands of Jerez, to London, New York, Sydney, Buenos Aires and Tokyo.

Register your event to join the Sherry Party at https://www.sherry.wine/sherryweek#​

Cream Sherry Sunset​

Cream sherry, over ice in a generous tumbler, with a slice of orange.

Fino & Tonic​

Pour into a tumbler, over ice, and aim for one part of Fino to three parts of tonic, then dilute further to taste. Serve with a chunk of lemon rind in the drink and Perelló olives on the side. Call it a She & T.

Pair a Ploughman’s with an Oloroso​

Served chilled in a generous glass, Oloroso with its toast nutty notes pairs well with cured meats and cheeses.

Sherry Loves Curry​

The core Indian spices of cumin, cinnamon, cloves and peppercorns find aromatic echoes in the oxidative styles of Sherry. Try pairing an amontillado with aromatic curries for flavour harmony.

Classic Fish & Chips​

Fino, with its refreshing and nuanced character, complements the succulent flavours of the fish while cutting through the richness with a subtle tang. Manzanilla, with a salty edge, is also a good match.

For more inspiration about Sherry Wines and how to serve them and take part in International Sherry Week visit www.sherry.wine​