This year, more than 1000 daily events have been registered in 25 countries for the biggest global celebration to showcase wines from Jerez. Thousands of restaurants, bars, hotels and wine stores around the world hold Sherry tastings, pairings, cocktail and other Sherry-themed events. For the first time Lithuania joins the esteemed list of nations taking part in ISW this year, and Paris joins the list of worldwide gastronomic cities where Sherry events will be hosted.
Sherry and food pairing menus
The hot trend for the third International Sherry Week is Sherry and food pairing events. Special pairing menus are designed to demonstrate how Sherry wines complement local cuisine, proving their astonishing versatility, with each chosen Sherry bringing out the best in the paired dish, whether meat, fish, vegetable or dessert. Foodies are always keen to experiment and try new combinations – it’s a voyage of discovery.
Original and fun events
Sherry lovers are the most creative of wine aficionados in every way – including ideas for memorable Sherry events. Some of this year’s more unusual and entertaining events will include the first-ever Sherry speed-dating (Calgary, Canada), while in Portland (USA) you can enjoy a DJ Sherry dance party and a Sherry obstacle course.
Innovative digital marketing
Using the global reach and power of digital marketing, the ISW digital campaign is at the forefront of innovative international wine marketing. Not only does the ISW microsite on sherry.wine have an interactive world map listing all events, but interactive events such as the Twitter tasting, an online streaming with Tio Pepe direct from Jerez in multiple languages and a Facebook Live Q&A play a large part in engaging audiences, wherever they may be, to get involved with trying, and talking about, these unique wines.
This year’s Sherry Twitter tasting, on 8 November, hosted by SherryNotes will be co-hosted by acclaimed wine critic Jamie Goode, aka the Wine Anorak. Follow the tasting using the hashtag #SherryTT
Facebook Live Q&A
In the first-ever Q&A broadcast live from Jerez, Beltrán Domecq and César Saldaña, President and General Manager of the Sherry Wine Council, will answer questions from the Sherry community live on the Sherry Wines international Facebook page.
Opening night events in China and the UK
On Monday 7 November a series of simultaneous events will launch ISW in China. The Sherry Chorus is 12 Sherry pairing dinners taking place in 10 different cities across the country.
The same day, the UK hosts four ISW Official Launch Night events in four different cities – London, Manchester, Edinburgh and Cardiff.
World Record Attempt in Mexico
In Mexico, an attempt will be made on Sunday 13 November to break the world record for the largest amount of people doing a wine tasting in the same place, at the same time.
Events in Spain
Hundreds of events are planned across Spain, from Jerez to Galicia, Madrid and Barcelona, while in the region of Jerez, Sherry lovers can enjoy menu pairings, cocktails, bodega open doors and a sherry and tapas route; another such route will be available in Seville.
Sherry label competition
The new label design for the Consejo’s promotional Sherry bottles, chosen in an international competition which saw 250 entries from 15 different countries, will be revealed during International Sherry Week.
You can still register your event on sherryweek.wine now, and Sherry wine aficionados can see the events being organised in their local area on the interactive map, using the search facility by country, day, and type of event. Share your event planning and ideas with other sherry-lovers using #sherryweek
01 November 2016