Consejo Regulador Jerez-Xérès-Sherry is excited to announce a groundbreaking new campaign aimed at revitalizing the perception of sherry in the UK. The campaign, titled "Grandma Was Right," playfully embraces the stereotype of sherry being an older generation’s drink, while turning it on its head to appeal to modern audiences.
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 drink. Offering a fresh modern way of enjoying Cream Sherry is just the beginning of the sherry conversion.
As the campaign gains momentum, International Sherry Week, from November 4 to 10, 2024, stands as a pivotal event, fostering global engagement. Since its inception in 2014 the event has had over 20,000 events in 300 cities across 40 countries, this celebration highlights the versatility and richness of sherry, appealing to a broad spectrum of wine enthusiasts.
Saldaña elaborates on the challenges and opportunities: “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 20s and 30s 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.”
Addressing the misconception that all sherry is sweet, Saldaña clarifies:
Most consumers would identify sherry with sweetness, but what we are seeing is the dry styles gaining more share in the total consumption. If there’s a word to describe sherry, it’s diversity. There are different styles, all of which are based on the beautiful weather we have here that allows us to grow beautiful vineyards.
Sherry’s affordability and versatility make it a hidden gem in the wine world. While often overlooked, even an entry-level Fino from a great winemaker showcases astounding nuance and complexity. In today’s market, where many of the world’s finest wines have become prohibitively expensive, sherry remains one of the wine world’s great value secrets, as well as being one of the most versatile wines when it comes to food pairings.
Fever-Tree entrepreneur Robert Rolls has set his sights on making Fino – the food-friendly dry white wine – fashionable, seeing potential in its pairing capabilities with tonic for a refreshing 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. Crosbie states,
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.
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 flavors. 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 the world of sherry is to host a #SherryWeek event. International Sherry Week, from November 4 to 10, offers a great opportunity to match great sherry wines with a range of world cuisines.
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 www.sherry.wine/sherryweek.
Signature Sherry Servings:
- Cream Sherry Sunset: Cream sherry, over ice in a generous tumbler or wine glass, 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 toasty 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 flavor harmony.
- Classic Fish & Chips: Fino, with its refreshing and nuanced character, complements the succulent flavors of the fish while cutting through the richness with a subtle tang. Manzanilla, with a salty edge, is also a good match.
