With over 3,000 events, 500% social media growth and the debut of “Sherry Girl”
From November 4-10, tens of thousands of Sherry lovers across 29 countries united at #SherryWeek to celebrate southern Spain’s iconic wines, creating a ripple across social media. The 11th edition of “the greatest Sherry party on Earth” saw over 3,048 events registered worldwide – from Jerez to Japan – featuring inspired food pairings, show-stopping cocktails, and even Sherry Bingo.
This year’s Sherry Week saw a surge in global participation, with Japan hosting 223 events, Colombia quadrupling its count to 133, and São Paulo, Brazil, mapping 400 events. Leading the way, the UK set a new benchmark with a record-breaking 829 events on the Sherry Week map.
The spotlight was also on the popular Sherry Rutas, now spanning 15 cities from Seville to San Francisco – including new additions Bogotá, Cali, and San Diego – making 2024 the most expansive yet.
Sherry Week has now hosted over 25,000 events across 40 countries over the past decade, and continues to solidify its legacy as a global phenomenon under the auspices of D.O. Jerez-Xeres-Sherry.
SOCIAL MEDIA BUZZ
As always, social media played a pivotal role in amplifying excitement, with @sherrywinesjerez igniting widespread Sherry Fever FOMO. #SherryWeek accumulated an impressive 8.5 million reach across global social media platforms – a remarkable 500% increase from 1.4 million last year – with 31,600 interactions (Likes, Comments, Shares, and Saves) on tagged content. (Source BrandMentions)
AND AN ICON WAS BORN!
Did you spot Sherry Girl, the bold new icon of Sherry Week? This vibrant character was everywhere – gracing social posts, posters, tasting mats, pairing guides, and merch worldwide. Her signature pose became so popular that fans across the globe couldn’t resist recreating it themselves, striking the two-copa “Sherry Stance" in her honor.
A FEW EVENT HIGHLIGHTS
United Kingdom: The UK set the bar high. With Sherry Rutas in London, Edinburgh, and Cardiff, the UK hit a record 829 Sherry Week events – a 7% increase from last year. Highlights included in-store tastings at Waitrose, three sold-out masterclasses at Booths led by DO Jerez Communications Director Carmen Aumesquet, and an unprecedented number of promotions in independent wine stores. Two book launch events for Drinking, Eating, Loving Sherry took place, with DO Jerez President César Saldaña. Culinary icon José Pizarro crafted a Sherry-paired menu at the Spanish Embassy, while Quo Vadis hosted a pairing dinner by Jeremy Lee for food and wine writers. London hotspots Brindisa, Morito, Moro, and Cord hosted lively Sherry fiestas, and in the north, Ambiente Tapas offered exclusive Sherry dinners. A record-breaking week that truly celebrated Sherry’s place in the UK.
Brazil: São Paulo went big with a 1,000-poster campaign and a record 400 events, including a Pokémon Go-style Sherry hunt and a special screening of El Mistério del Palo Cortado at an urban winery by Gabriele Frizon. Felipe Romano teamed up with Vinheria Percussi for live tastings of Fino-based cocktails inspired by his podcast – a cross-media, cross-Atlantic celebration that was undeniably cool.
Colombia: Bogotá’s first-ever Sherry Ruta put Colombia on the map with flamenco shows, workshops, and 133 citywide events.
China: Sherry Week is always full of surprises, pushing boundaries with creative pairings and innovative flavors. The baristas at Shanghai’s Café 3 1/2 offered a unique, palate-expanding journey into Sherry’s depth by pairing it with coffee and gelato, including a memorable Manzanilla Tomato Sorbet.
Japan: Tokyo went all-in for Sherry Week, hosting 223 events across the city and a dedicated Sherry Ruta. Highlights included tastings and tapas pairings at renowned bar and restaurant ORI, along with an exclusive Sherry cocktail menu crafted at Bar Trench, known for its inventive mixology, and Spanish Bar Waseda ¡Ánimo!, which held four events, including French cheese and sushi pairing seminars and free-flow tastings. Ms. Aya Tado, Certified Sherry Educator and bar owner, shared her expertise on pairing Sherry with diverse foods. In Kyoto, Anchor hosted a luxurious Sherry lunch, complete with mesmerizing performances by Japan’s award-winning venenciadores – a true celebration of Sherry’s elegance and tradition. This year, Sherry Week reached beyond major cities, with events in smaller towns and villages like Kitchen Le Marxi in Hokkaido, GANCHO in Ibaraki Prefecture, and Gastronomy Labo in Nara Prefecture, spreading the Sherry spirit far and wide.
United States: The U.S. celebrated Sherry Week coast-to-coast. In San Francisco, over 20+ bars and restaurants kicked off a city-wide Sherry Bingo, while Washington DC’s 4th Annual Mini Sherry Fair at The Square attracted nearly 100 attendees to enjoy tastings, live jamón carving, flamenco guitar, and a pop-up Spanish bookshop. In Austin, DrinkWell Bar offered a daily Sherry exploration with a special cocktail menu, plus guided tastings and flights. In New York, Ivy Mix at Leyenda in Brooklyn included a complimentary Sherry Cobbler for anyone wearing an “I VOTED” sticker.
Spain: Barcelona saw a unique tasting of Sherry wines and cocktails hosted by Dean Shurry & Chelsea Anthon at 14 de la Rosa (recently crowned Spain’s No. 1 cocktail bar), and Wine Alphabet’s clandestine Sherry and sushi pairing at hip Bar Bodega Chiqui. In Seville, Ovejas Negras Ruta returned with inventive Sherry and tapas pairings. In Madrid, La Caleta collaborated with Sherry Ambassador Veronica Aguilar Taberner for a culinary Sherry event, while Los Generosos hosted a rare tasting of historical soleras of Bodegas Pedro Domecq at La Canibal, introduced by César Saldaña. Meanwhile, Jerez, the heartland of Sherry, offered uniquely immersive 4x4 vineyard tours and an energy movement session inspired by the annual vine cycle.
A Global Celebration: From the Philippines to Costa Rica, bodegas brought their renowned wines to life through interactive workshops, proving that Sherry is truly a worldwide phenomenon. Thank you to everyone who made this year unforgettable! Sign up now for updates on Sherry Week 2025.
Over to César Saldaña, President of the Consejo Regulador Jerez-Xérès-Sherry:
“We are thrilled to see Sherry Week grow into such a vibrant, global celebration. Every year, more professionals join in, sharing the incredible diversity and depth of Sherry with enthusiasts all around the world. Their dedication brings communities together for the ultimate Sherry celebration in a toast to tradition, innovation, and the universal appeal of these extraordinary wines. There’s a perfect sherry for every vibe and every occasion – that’s the spirit of Sherry Week, the greatest Sherry party on Earth!”
