The largest edition of Sherry Week in history has seen over 4,200 events take place in 27 countries, marking a significant global celebration of Jerez wine and Manzanilla from Sanlúcar. Running from 3 to 9 November, bars, restaurants, wineries, and wine enthusiasts worldwide participated in tastings, pairings, masterclasses, and culinary activities, with a total of 4,209 registered events—an increase of 38% compared to the previous year.
In its 12th edition, Sherry Week reached 27 countries, with the United Kingdom leading the way by hosting a record 1,846 events. The popular Sherry Routes expanded to 15 cities globally, while Spain celebrated a milestone with the launch of the first Sherry Cocktail Week in Barcelona. New initiatives this year included Sherry Supper Clubs, which brought together chefs and sommeliers for exclusive dinners paired with Jerez wines.
Founded in 2014 to introduce these traditional wines to a new generation, Sherry Week has evolved into a global phenomenon, promoting the knowledge, dissemination, and enjoyment of Jerez wines. Through thousands of creative activities, the event invites participants each year to taste, experience, and rediscover the diverse styles that make Jerez a unique wine.
This year’s edition, inspired by the iconic “Sherry Girl,” was prominently featured on social media, promotional materials, and pairing guides, reflecting the joyful and cosmopolitan spirit of the celebration. On the digital front, the @sherrywinesjerez profile generated significant global impact, with the hashtag #SherryWeek reaching an estimated audience of 6.2 million people and over 20,000 interactions, according to BrandMentions.
Having celebrated more than 30,000 events in 44 countries since its inception, Sherry Week continues to grow under the auspices of the Denomination of Origin Jerez-Xérès-Sherry, solidifying its status as the largest celebration of Jerez wine in the world.
Highlights from Spain: where it all began
Spain experienced a vibrant week with 814 events held nationwide. In Jerez, the streets were adorned with colourful banners, hosting over 150 activities that combined cocktail-making, gastronomy, and culture. Notable moments included “Sherry & Books” at the Matria restaurant, which paired Jerez wines with literary passages; a tasting at the Regulatory Council led by its president, César Saldaña, alongside Alberto Pizarro, Brand Ambassador of Bodegas Fundador; and an exclusive Japanese cooking session at Bodegas Faustino González, featuring live preparations by a guest Japanese chef.
Barcelona also showcased a strong presence with more than 145 events, many focused on mixology thanks to the launch of the Sherry Cocktail Week, developed by Oxido Studio, which brought together leading bars in the city with innovative Jerez-based creations. Madrid and Seville enthusiastically participated, each hosting nearly a hundred events, including tastings, pairings, and masterclasses, demonstrating the continued inspiration Jerez wine provides across Spain.
United Kingdom: leading the global map
The United Kingdom exceeded all expectations with 1,846 events, representing a 123% increase from the previous year. With the participation of 18 wineries and over 45 brands, the country reaffirmed its close relationship with Jerez wines. One of the standout events was the Sherry Supper Club at Lolo in London, organised by José Pizarro and Ben Lippett, where attendees enjoyed a specially designed menu highlighting the versatility of Jerez.
Other dinners and activities took place across the country—from Bar 44 in Bristol to Ambiente Tapas in Yorkshire—featuring performances by venenciadores (traditional sherry pourers) and sold-out dinners organised by The Yorkshire Wine School. Major retailers also contributed to the celebration, with Majestic (214 stores), Morrisons (259 stores), John Lewis, Laithwaites, and Waitrose promoting Jerez through tastings and displays, including a special showcase on Oxford Street and an eight-page feature in The Weekend Magazine.
Professional training played a crucial role, with César Saldaña leading training sessions at Majestic. Carmen Aumesquet, the Regulatory Council's promotion director, conducted tastings and pairings at Booths and Direct Wines, while Sarah Jane Evans MW explored “The Future of Jerez” at The Wine Society.
Japan: a growing relationship
In Japan, the relationship with Jerez continued to strengthen, with over 230 events nationwide. Tokyo celebrated the Sherry Cocktail Week for the first time, with more than ten renowned bars offering innovative creations. In Fukuoka, the La Campana wine shop hosted a well-attended seminar, while Kitchen Le Marxi in Hokkaido attracted both new consumers and interested importers, further solidifying Jerez's expansion across the archipelago.
Brazil: a vibrant and diverse edition
Brazil's Sherry Week achieved its most lively edition yet, with 262 events from São Paulo to Rio de Janeiro. Two professional courses for bartenders and mixologists were organised, alongside an urban campaign in São Paulo featuring over 100 venues displaying promotional materials, reaching more than a million people. Online, highlights included an online masterclass by Gabi Frizon, participation from ambassadors Bernardo Pinto and Gabi on Sommcast, and a roundtable of experts, with an estimated reach of 10,000 views. The traditional Sherry Fair in São Paulo expanded for the first time to Rio de Janeiro under the direction of Fernanda Fonseca, reflecting Brazil's growing passion for these wines.
United States: a coast-to-coast celebration
In the United States, Jerez was the star of celebrations in multiple cities. In Washington D.C., nearly 30 venues participated in the DC Sherry Week Route, culminating in the fifth edition of the Sherry Fair at The Square, which featured over 20 types of Jerez, live flamenco, and workshops on venencia and ham slicing. In San Diego, over 40 venues joined in with offerings such as Vinya: Vino + Vinyasa, which combined cocktails and gastronomic pairings. Meanwhile, San Francisco hosted a fun Sherry Week Bingo, a unique way to enjoy Jerez wine in a social and playful atmosphere.
China: tradition and creativity in perfect harmony
In China, Sherry Week also made a notable impact with the creation of 40 special “Bamboo” cocktails, served in 40 bars across 16 cities. These recipes—some paying homage to classic cocktails, others taking an innovative and creative approach, many incorporating local ingredients and cultural elements—provided a unique experience for Jerez and cocktail enthusiasts in China. The initiative not only allowed for new ways to enjoy Jerez in contemporary mixology but also fostered exchange and learning among bartenders from different regions, reinforcing the growing interest in Jerez wines within the Chinese market.
Statements
César Saldaña, president of the Jerez-Xérès-Sherry Regulatory Council: "We are delighted with the results of this edition of Sherry Week, which has set records in every aspect. This is the result of the excellent work developed over the years and the ability of these extraordinary wines to captivate sensitive palates worldwide. It is wonderful to see so much shared passion and creativity in all kinds of activities, always with Jerez wine as the common thread between diverse cultures."
Graeme Brandham, Marketing – Lea & Sandeman (UK): “The most valuable aspect of a tasting is that it allows people to discover something they thought they knew but is completely surprising. That is what makes Jerez unique: an immense variety of flavours and experiences.”
Chantal Tseng, Sherry Week Ambassador – USA: “It has been an intense week, but I never tire. Jerez is the ultimate gastronomic wine: its breadth and character can accompany any flavour and cuisine. It is a wine that captivates.”
Bernardo Pinto, Sherry Week Ambassador – Brazil: “As the Jerez community grows and diversifies, our goal is to add new voices, accents, and cities to help tell this story. It has been an incredibly diverse and fun week. I’m already looking forward to 2026!”
