1. Organisers

The #SherryWeek UK Trade Competition (“the Promotion”) is organised by Chelsea & Collaborators Digital Marketing Agency (“Chelsea & Co”) on behalf of the Consejo Regulador de las Denominaciones de Origen Jerez-Xérès-Sherry y Manzanilla-Sanlúcar de Barrameda (“CRDO Jerez y Manzanilla”).

2. Eligibility

The Promotion is open to any business located in the United Kingdom that sells or serves Sherry wines from the Denominaciones de Origen Jerez-Xérès-Sherry and Manzanilla-Sanlúcar de Barrameda (“DO Jerez y Manzanilla”).

Eligible businesses may include, but are not limited to:

• Independent wine retailers
• Wine merchants and specialist drinks retailers
• Restaurants, bars and hospitality venues (on-trade)
• Hotels and hospitality groups
• Wine bars and cocktail bars
• Retail stores and specialist food retailers that sell Sherry wines

Participants must:

• Operate legally within the UK and comply with all applicable licensing regulations for the sale or service of alcohol.
• Have a physical trading presence in the UK (either retail premises, hospitality venue, or licensed premises open to the public).
• Register their activity as part of International Sherry Week 2026.

Employees of the Organisers or CRDO Jerez y Manzanilla directly involved in the administration of the Promotion are not eligible to enter.

3. Promotion Period

The Promotion will run from 9th June 2026 to 8 November 2026.

• Registrations will open on 9th June 2026 via the official Sherry Week website.
• Eligible activities must take place as part of International Sherry Week 2025 (2-8 November 2026).
• Completed entries for judging must be submitted between 8 November and 15 November 2026 via the official Judging Entry Form on the Sherry Week website.

Late submissions may not be accepted.

4. Qualifying Activities

To participate in the Promotion, businesses must organise or participate in Sherry Week promotional activity showcasing wines from the DO Jerez y Manzanilla region.

Examples of qualifying activities may include (but are not limited to):

• Sherry tasting events
• Sherry pairing menus
• Sherry cocktail menus
• Retail promotions or point-of-sale campaigns
• Educational masterclasses or tastings
• In-store displays or themed retail promotions
• Digital campaigns promoting Sherry wines

Activities should demonstrate a clear effort to promote and educate customers about Sherry wines.

5. Exclusive Promotion of DO Jerez Sherries

Exclusive Use of DO Jerez Sherries: Participants must exclusively promote and sell Sherry wines from the Denominación de Origen Jerez y Sanlúcar de Barrameda (DO Jerez y Manzanilla) region.

Any promotion or sale of Sherry wines from other regions will render the participant ineligible for the promotion.

6. Registration

Businesses must register their Sherry Week activity through the official Sherry Week website.

Registrations must include:

• Name and location of the business
• Description of the planned Sherry Week activity
• Dates and format of the promotion or event
• Contact information for the participant

The Organisers reserve the right to request additional information where necessary.

7. Merchandise Packs

The first 200 businesses to register qualifying Sherry Week activities via the website will receive an official Sherry Week Merchandise Pack.

Merchandise Packs will be allocated on a first-come, first-served basis and will include promotional materials designed to support Sherry Week activities.

The Organisers do not guarantee that all registered participants will receive a pack.

8. Staff Training

Participants are encouraged to organise staff tastings and masterclasses to enhance staff knowledge and expertise in Sherry wines. Support for these activities will be provided by the DO Jerez.

Stores interested in organising staff training should contact the promotion organiser anna@chelseaco.agency before 4th September 2026 to organise a free training session.

9. Judging Criteria

Entries will be evaluated based on the overall impact and quality of their Sherry Week activity, including but not limited to:

• Commercial Activity
  • Diversity of Sherry Range, New Listings, Featured Sherry drinks
• Creativity and Originality of the promotion
  • Sherry themed events (tastings, pairing dinners etc), Interesting pairings, Unique Cocktails
• Visibility and engagement with consumers
  • Social media and digital promotion
  • Use of POS, Window Display
• Educational value
  • Staff training
• Results
  • Sales up-lift
  • Event attendance

Evidence: Photos of decorations and events, sales figures, proof of social media/email/web, menus

Evidence of other Sherry activity throughout the year will be taken into account.

10. Judges

The judging panel will consist of:

• César Saldaña, President, Consejo Regulador de Jerez
• Patricia de la Puerta, Secretary General, Fedejerez
• Chelsea Anthon, Founder of #SherryWeek

The judges’ decisions are final and binding in all matters relating to the Promotion. No correspondence will be entered into regarding judging decisions.

11. Prize

Four winning businesses will receive an all-expenses-paid educational trip to Jerez de la Frontera, Spain in Spring 2027.

The prize includes:

• Return travel from the UK
• Accommodation for three nights
• Visits to three Sherry bodegas
• Exclusive Sherry tasting experiences
• Sherry & Gastronomy pairing experience
• Educational sessions hosted by the CRDO Jerez y Manzanilla

Each winning business may nominate one representative to attend the trip.

The prize:

• Is non-transferable
• Cannot be exchanged for cash or alternative rewards
• Must be taken on the dates specified by the Organisers

Travel arrangements will be coordinated by the Organisers.

12. Notification of Winners

Winners will be notified on 27 November 2026 using the contact information provided in the Judging Entry Form.

If a selected winner:

• Cannot be contacted, or
• Does not confirm acceptance of the prize by 31 December 2026

the Organisers reserve the right to select an alternative winner.

13. Publicity

By entering the Promotion, participants agree that the Organisers may use:

• The name of the business
• Event details
• Photographs and promotional content
• Social media posts related to the activity

for promotional and publicity purposes related to Sherry Week and future marketing activity without additional compensation.

14. Compliance

Participants must comply with all applicable laws and regulations, including:

• UK alcohol licensing regulations
• Advertising standards related to alcohol promotion
• Responsible drinking guidelines

The Organisers reserve the right to disqualify any participant who fails to comply with applicable laws or these Terms and Conditions.

15. Amendment or Termination

The Organisers reserve the right to amend, suspend, or terminate the Promotion at any time if circumstances arise outside their control, including but not limited to technical issues, fraud, regulatory changes, or other unforeseen events.

16. Governing Law

These Terms and Conditions shall be governed by and construed in accordance with the laws of Spain.

17. Acceptance of Terms

Participation in the Promotion constitutes full acceptance of these Terms and Conditions.

Businesses that do not agree with these Terms should not participate.

18. Contact Information

For questions regarding the Promotion, participants may contact the Organisers
here