What is International Sherry Week?
This vibrant week-long event, which takes place in around 30 countries on five continents, aims to spread the word about Sherry Wines. Experienced Sherry-lovers are encouraged to try new pairings and taste different wines, while those new to Sherry are given an engaging introduction, thanks to a huge variety of dynamic and exciting events.
During one week in November, thousands of restaurants, bars, wine stores and bodegas across the world, from Spain to Australia, the UK to the US, and Russia to Mexico, will hold Sherry Wine tastings and offer pairing menus, as well as many other exciting Sherry-themed events featuring music, dance and film.
Bars and restaurants show how superbly Sherry Wines pair with a wide variety of dishes, from cheese and cured meats, to fish, seafood, meat, game, and desserts, from Australian ribeye steak to Shanghai hairy crab. They’re also a popular cocktail ingredient for top mixologists in the coolest city bars.
Sherry Week reaches beyond bars and restaurants too, with digital events - every year, live online and Twitter tastings bring together Sherry Wine experts with aficionados around the world. Innovative and inclusive events in 2016 included tastings for sight and hearing-impaired people in Jerez itself, as well as Sherry speed-dating and obstacle courses in the US and Canada.
ISW's success in global statistics
Organisers have reported increases of 500% in Sherry Wine sales during International Sherry Week, as well as sustained growth. Over three years, nearly 6,000 events in more than 25 countries have been held, with a total of more than 200,000 Sherry Wine-lovers participating.
Sherry Week is a great opportunity to share with consumers the vast knowledge from all our varied activities - Sherry Cocktail competitions, seminars, masterclasses, and our Sherry Educator Programme,” says César Saldaña, General Manager, Sherry Wine Council, Jerez-Xérès-Sherry. Professionals in the wine and gastronomy sectors can spread the word about Sherry Wines to enthusiasts, whether newcomers or experienced. So we’re not only connecting Sherry lovers from around the world, but also supporting all our collaborators.
Social Media Impact
Sherry Week’s success as a social media marketing event has been recognised in two awards organised by industry publications: Drinks International Wine Marketing Awards and the Drinks Business.
In 2016, more than 10,000 original posts were recorded throughout the week with the hashtag #sherryweek. Instagram alone saw more than 50,000 likes, and a further 28 million impressions via Twitter (source: Tweetbinder).
How to take part
Once registered, events are listed free of charge on sherryweek.wine, providing participants with valuable publicity for the Sherry Wine industry’s most anticipated global event.
Event organisers can swap ideas with other Sherry-lovers using the hashtag #sherryweek, and keep up to date with all news by following Sherry Wines on Social Media channels.
They can also find hundreds of inspiring recipes, cocktail ideas and pairing ideas from guest sommeliers and chefs on sherry.wine.
What the professionals say about International Sherry Week
What the restaurant owners and wine professionals said about previous editions of International Sherry Week:
Monica Zhou – Director, Talentum Trading and Consulting, Shanghai (China)
Sherry Week is like a huge wave from the Atlantic Ocean, which we surf on and enjoy. We can tell people that Sherry is as popular as Champagne, Beaujolais, Malbec.
Owen Morgan – Manager, Bar 44, Wales (UK)
We had a brilliant week, with a different event every day, and with a huge variety of ages and types of customers - from young girls to rugby and football fans, and retired couples to hipsters. They all came along and enjoyed the Sherry Wine experience.
Pepe Ferrer – Journalist & Sherry Wine Gastronomy Ambassador (Spain)
ISW has introduced many new fans here in Spain to Sherry Wine for the first time, establishing a bond that will last for life.
Jess Lambert – Bartender, Sable Kitchen & Bar, Chicago (USA)
We aimed to highlight the versatility of Sherry Wine in cocktails, while enhancing the guests’ experience with traditional pintxo-style pairings. This was a fun opportunity for our guests to explore Sherry, who otherwise may have shied away from it.
Craig Bancroft, Managing Director, Northcote (UK) - AA Hotel of the Year 2016
We believe that pairing with food is the key to enhancing people’s understanding of these wines, and the Sherries paired exceptionally well with the menu created by Michelin-starred chef, Nigel Haworth.
For media enquiries relating to International Sherry Week, contact email@example.com
14 August 2017