- The 13th edition of the world's largest international promotional campaign for Sherry Wines and Manzanilla de Sanlúcar concluded with 4,712 registered events, a 12% increase on 2025.
- The campaign generated more than 28.8 million views and a combined reach of 10.3 million across its official Instagram and Facebook accounts, while #SherryWeek reached 2.9 million people on social media.
- The UK set a new participation record with more than 2,600 events, while 15 Sherry Rutas and a programme of food and cocktail experiences strengthened the international presence of Sherry Wines.
Sherry Week just concluded its 13th edition, held from 2-8 November 2026, with a new record of 4,712 registered events across 26 countries, compared with 4,209 in 2025. This 12% increase reflects the growing international interest in Sherry Wines and Manzanilla de Sanlúcar de Barrameda – and further establishes the initiative as the sector's largest and most successful international promotional campaign.
The campaign also achieved strong results across digital channels. Together, its Instagram and Facebook accounts generated more than 28.8 million views, a combined reach of 10.3 million and 20,800 interactions. Meanwhile, content featuring the hashtag #SherryWeek reached 2.9 million people across social media, according to data from Mentionlytics.
These results demonstrate the digital scale of International Sherry Week, bringing together venues, professionals and wine enthusiasts worldwide and extending the visibility of Sherry Wines through social media and experiences shared by participants.
A WEEK OF CELEBRATIONS ACROSS 26 COUNTRIES
Over seven days, restaurants, bars, cocktail venues, wineries and specialist retailers took part in a wide-ranging programme of tastings, food pairings, gastronomic experiences and cultural activities. Among the highlights were 15 Sherry Rutas, connecting participating venues in cities across Europe, the Americas and Asia.
Spain recorded 799 events, with Sherry Rutas in Madrid, Bilbao, Seville and Jerez. Gastronomy featured prominently, with participating venues including Dani Brasserie in Madrid, Euskalduna by Etxanobe in Bilbao and Can Bo in Barcelona. One of this year's main additions was the Sherry Cocktail Sessions, with three dedicated routes in Madrid, Barcelona and Málaga and bringing together more than 35 venues, including leading cocktail bars such as Paradiso, 1862 Dry Bar and Momus Bar.
In Jerez, the heartland of sherry, the celebrations also extended into the streets, with promotional banners displayed along Calle Larga, one of the city's main thoroughfares. The Consejo Regulador also organised a special programme at its Aula Enogastronómica, combining gastronomy, education and creativity. The programme featured a culinary offering from Javier Muñoz, chef at Restaurante La Carboná, and ‘Burgers and Sherries’, a session led by Juan Ruiz Henestrosa, sommelier and owner of Little John. It also included ‘Sherry de Papel’, a creative workshop combining analogue collage with tasting, led by Belén Roldán, Head of Communications at the Consejo Regulador, and Cristina Muñoz, artist and owner of Despaacio.
The UK once again stood out as one of the campaign's leading markets, with more than 2,600 registered events, well above the 1,846 recorded in 2025. London accounted for 667 events and hosted its own Sherry Ruta, featuring some of the city's most established bars and restaurants. Participating venues included Barrafina, a Michelin-starred restaurant recognised for its Spanish counter dining; Camino, a longstanding London restaurant that helped introduce Spanish tapas and wines to a wider audience; and Lady of the Grapes, a Covent Garden wine bar known for its selection of Sherry Wines and its support for women in the wine industry.
Specialist retail played an important role, with 277 in-store activations representing more than 1,800 days of promotional activity and tastings across retailers including Majestic, Booths, Laithwaites, Amathus and Cambridge Wine. Carmen Aumesquet, Director of Promotion at the Consejo Regulador for Sherry Wines and Manzanilla, also led an extensive programme of institutional activities across the UK, personally hosting and guiding tastings, food-pairing sessions and technical events. These were complemented by Sherry Supper Clubs, wine-pairing dinners and educational sessions, supporting the campaign's presence in the UK and providing opportunities to engage directly with wine professionals, the hospitality sector and distributors.
The US concluded the campaign with 677 registered events, with Washington, D.C. accounting for 264 activities. Its Sherry Ruta included initiatives such as Sherry Fair at the Square. New Sherry Rutas were also introduced in San Diego and New Orleans in 2026, extending the campaign's reach across the country.
Japan recorded 282 events, exceeding the more than 230 held in 2025. Alongside the Tokyo Sherry Ruta, two ‘Sherry & Jamón’ gastronomic routes were organised in collaboration with the Japanese Ham Association, taking place in Tokyo and the Kyoto–Osaka area. These activities highlighted the pairing possibilities of Sherry Wines with both Japanese and Spanish cuisine.
Brazil hosted 104 events, with São Paulo leading a programme focused on gastronomy, cocktails and education. Germany recorded 32 events, including a collaboration with the Markthalle Neun food market in Berlin. Both markets also hosted outdoor poster campaigns, bringing International Sherry Week to the streets of São Paulo and Berlin and extending its visibility beyond digital channels.
QUOTES
Carmen Aumesquet, Director of Promotion at the Consejo Regulador: “International Sherry Week gives us the opportunity to see how Sherry Wines are enjoyed in restaurants and bars around the world. The record participation in the UK demonstrates their ability to connect with new consumers and strengthen their place in international gastronomy.”
Giuseppe Boldi and Rosa Irene, Sherry Week Ambassadors for Spain: “The excellent response to this year's Sherry Week Cocktail Sessions in Madrid, Málaga, Bilbao and Barcelona, together with the commitment of venues and leading figures in the cocktail industry, including World Class winners, gives Spain every reason to be proud. This shared celebration reaffirms the versatility of Sherry Wines, their place in cocktail culture and their ability to bring the bartending community together.”
Chantal Tseng, Sherry Week Ambassador for the USA: “Sherry Week is an opportunity to celebrate Sherry Wines and remind both consumers and professionals of their quality and versatility in food and cocktails. In a market with so many choices, Sherry deserves greater recognition and the continued support of those who appreciate it.”
About International Sherry Week
International Sherry Week is the worldwide celebration of Sherry Wines and Manzanilla de Sanlúcar. Organised under the auspices of the Consejo Regulador of the Jerez-Xérès-Sherry and Manzanilla-Sanlúcar de Barrameda Designations of Origin, it brings together wineries, wine professionals, hospitality venues and enthusiasts each year through in-person and digital events around the world.
