It was predicted to be bigger, bolder, and buzzier than ever — and it delivered. Sherry Week 2025 is officially the most successful celebration in its history. This November 3–9, bars, restaurants, wineries, wine shops, and Sherry lovers united for tastings, pairings and masterclasses at 4,209 registered events — a 38% increase from last year.
The 12th edition welcomed 27 countries, with the UK setting a new benchmark with a record 1,846 events. The popular Sherry Rutas expanded to 15 cities, and Spain shook things up by launching the first-ever Sherry Cocktail Week, which stretched from Barcelona to the islands.
Launched in 2014 to reintroduce a centuries-old wine to a new generation, Sherry Week has evolved into a global phenomenon, driving engagement and sales through thousands of creative events inspired by the iconic Sherry Girl, who again lit up social posts, posters, merch, and pairing guides worldwide. Social media amplified the excitement, with @sherrywinesjerez sparking global Sherry FOMO. The #SherryWeek hashtag reached 6.2 million worldwide, generating 20K+ interactions. (BrandMentions)
Having now celebrated over 30,000 events in 44 countries, Sherry Week continues to grow under the auspices of D.O. Jerez-Xérès-Sherry, cementing its legacy as the greatest Sherry party on Earth.
A FEW HIGHLIGHTS
SPAIN: Where it all began
Spain was the beating heart of this year’s celebration, with 814 events nationwide. In Jerez, streets were transformed with colourful banners and over 150 activities. Standout moments included Sherry & Books at Matria Restaurant – a literary-inspired pairing, a Regulatory Council tasting led by President César Saldaña and Bodegas Fundador’s Alberto Pizarro, and an exclusive live Japanese fusion cooking session at Bodegas Faustino González.
In Barcelona, Sherry Week made a strong impact, with more than 145 events. Many focused on the art of mixology, thanks to the launch of Sherry Cocktail Week, developed by Óxido Studio, Madrid and Seville also joined the fiesta with around 100 events each.
UNITED KINGDOM: Leading the global map
The UK once again set the bar high, hosting 1,846 events nationwide — a 123% increase from last year. With 18 Sherry houses and 45+ brands represented, it was a record-breaking week that cemented Sherry’s place at the heart of Britain’s wine culture. A standout moment was the Sherry Supper Club at Lolo in London, hosted by José Pizarro and Ben Lippett, where guests enjoyed expertly paired dishes showcasing Sherry’s versatility. “Cooking food to pair with Sherry provides incredible opportunities in the kitchen and real wow moments for guests,” said Lippett.
An array of dinners and events lit up the week — from Bar 44 in Bristol, where Owen Morgan and Ping Coombes joined forces for a Sherry feast, to celebrations in Cardiff and Ambiente Tapas in Yorkshire. Highlights included a venenciador performance at Camino King’s Cross and sold-out dinners hosted by The Yorkshire Wine School at Friends of Ham in Leeds.
Nationwide activations across Majestic (214 stores), Morrisons (259 stores), John Lewis, Laithwaites, and Waitrose kept the spirit of Jerez flowing. Retailers helped get “liquid on lips” through hundreds of tastings and showcases, including Waitrose’s Oxford Street window display and an eight-page feature in The Weekend magazine.
Education also took centre stage, with César Saldaña, President of the Consejo Regulador Jerez-Xérès-Sherry, leading nationwide training for Majestic. Carmen Aumesquet hosted sold-out Booths pairing events and a tasting at Direct Wines HQ, alongside The Wine Society tastings and Sarah Jane Evans MW’s “The Future of Sherry.”
JAPAN: A growing love affair
Japan’s connection with Sherry deepened this year with over 230 events across the country. Tokyo created a Sherry Cocktail Week route for the first time, with 10+ leading bars offering inventive Sherry cocktails that showcased the category’s versatility in modern mixology. In Fukuoka, the new wine shop La Campana hosted a sold-out Sherry seminar, while Kitchen Le Marxi in Hokkaido drew new audiences to its creative Sherry experiences, attracting importers and enthusiasts alike. From north to south, Japan proved once again that its appreciation for Sherry knows no bounds.
BRAZIL: Liveliest edition yet
In Brazil, 262 events brought Sherry into the spotlight from São Paulo to Rio de Janeiro. Two bartender training sessions gathered 30 top mixologists, while an urban poster campaign spanned 100+ venues, reaching over one million people. Digital engagement was strong, with an online masterclass by Gabi Frizon, Sommcast appearances by Ambassadors Bernardo Pinto and Gabi, and an expert roundtable that drew 10,000 viewers. The Sherry Fair, held in São Paulo, expanded to Rio de Janeiro for the first time under the direction of Fernanda Fonseca, confirming Brazil’s growing passion for Sherry.
UNITED STATES: Coast-to-coast celebration
Across the US, the fortified wine was front and centre in dynamic, city-wide celebrations. In Washington, D.C., nearly 30 venues joined the DC Sherry Week Ruta, hosting tastings, pairings, and cocktails. The highlight was the 5th Annual Sherry Fair @ The Square, featuring 20+ sherries, live flamenco, a venencia pour demo, and jamón-carving classes. In San Diego, over 40 venues took part in the Sherry Week Ruta, with standout event Vinya: Vino + Vinyasa pairing bespoke cocktails with dishes like bone marrow toast. Meanwhile, San Francisco got playful with a gamified bar-hopping adventure, Sherry Week Bingo.
CHINA: Tradition meets creativity
Sherry Week came alive with 40 special Bamboo cocktails across 40 bars in 16 cities. Some paid tribute to timeless classics, others pushed boundaries with local ingredients. The initiative gave Sherry a fresh spotlight in modern mixology and deepened China’s connection to Spain’s iconic wines.
Thank you to everyone who made this year record-breaking. Sign up for updates on Sherry Week 2026.
César Saldaña, President of the Consejo Regulador Jerez-Xérès-Sherry:
"We are delighted with the results of this year’s Sherry Week, which has been record-breaking in every respect. This success reflects the outstanding work over the years, and the unique ability of these extraordinary wines to captivate discerning palates around the world. It’s deeply inspiring to witness such shared passion and creativity come together across so many diverse activities, with Sherry wine as the unifying thread connecting cultures.”
Graeme Brandham, Marketing at Lea & Sandeman, UK
“The real benefit of doing a tasting is that people try something they have preconceived notions of and their conceptions can be flipped upside down, they can be transported to a place. That is the great thing about Sherry, a vast palate of flavours and experiences to be enjoyed. Something unique and different.”
Chantal Tseng, Sherry Week Ambassador, US & Bar-Somm based in Washington D.C.
“In a nonstop week of Sherry events across the city, I never tire of it. Sherry is the greatest food-pairing wine on the planet. Its range and character can both stand up to and play along with every cuisine. I’m happy to know I’ll die on this hill, glass in hand, while enjoying a plate of fermented spiced pickles."
Bernardo Pinto, Sherry Week Ambassador, Brazil
“As the Sherry community develops and expands, we are doing our best to get new voices, accents, cities, and channels to join the movement and help tell the Brazilian public about our favorite wines. It was an amazingly diverse and fun week! Looking forward to 2026 now.”
