Once dismissed as an old-fashioned drink reserved for Christmas or the drinks cabinet of a bygone generation, Sherry is finding a new audience in Britain. From spritzes and supper clubs to wine shops and restaurants, the fortified wine is being introduced to a new generation of increasingly adventurous drinkers.
The revival is not about reinventing Sherry. Instead, its proponents are encouraging consumers to appreciate what has been there all along: a diverse category spanning everything from fresh, bone-dry wines to rich and intensely sweet styles.
That message is gaining traction. Last year, Sherry Week recorded 1,846 events in the UK, a 74% increase on the previous year, supported by more than 500 wine merchants, restaurants, bars and Sherry enthusiasts. Globally, the 2025 edition registered more than 4,200 events across 27 countries.
For Carmen Aumesquet, promotions director at the Consejo Regulador, the opportunity lies in creating relevant and enjoyable ways for consumers to encounter the wines.
"For Sherry to be fully appreciated, it needs to be experienced with food. These are gastronomic wines, with a style for every stage of a meal — from a fresh, bone-dry Fino or ...