Once dismissed as an old-fashioned drink reserved for Christmas, sherry is making a comeback with Gen-Z. The fortified wine, stereotyped as being associated with down-and-outs or vagrants, is being introduced to a new generation of adventurous drinkers.
Young adults are hosting nights where they can sample its versatility, from bone-dry to rich and intensely sweet wines. They are also using it in the Solera Spritz, mixing sherry with tonic, fresh grapefruit and ice.
Sherry Week sees surge in UK events
Last year, Sherry Week, an annual global celebration of sherry wines, recorded 1,846 events in the UK, a 74% increase on the previous year. This year’s event takes place from 2-8 November.
It was supported by more than 500 wine merchants, restaurants, bars and sherry enthusiasts. Globally, there were more than 4,200 events across 27 countries.
Governing body aims to attract younger drinkers
Carmen Aumesquet, promotions director at the Consejo Regulador, the official governing body in Spain which protects, manages, and certifies products, said they want to make the wine more enjoyable for younger people.
She said: “It is important that we introduce sherry to a new generation in ways that feel relevant, welcoming and enjoyable. Younger consumers are curious about provenance, flavour and the stories behind what they drink, and Sherry has a fascinating story to share.
“Sherry is the old new thing. It has centuries of history, but every generation has the opportunity to encounter these wines for itself and enjoy them in its own way.”
Sherry's gastronomic appeal highlighted
She said: “For sherry to be fully appreciated, it needs to be experienced with food. These are gastronomic wines, with a style for every stage of a meal, from a fresh, bone-dry Fino or Manzanilla as an aperitif, through the complexity of Amontillado, Palo Cortado and Oloroso, to the richness of Cream Sherry at the end. Our role is to create more opportunities for people to appreciate that extraordinary versatility.”
Sherry Week has evolved beyond a traditional series of tastings, with chefs, sommeliers, independent retailers, wine educators and hospitality professionals now taking part.
She added: “One of the most encouraging signs of Sherry Week’s growth is that people now come to us with their own ideas for events and new ways of sharing the wines.
“The week has grown enormously, particularly in the UK, as more people have become inspired to introduce their customers and communities to Sherry.
“Strengthening sherry’s position as a gastronomic wine is fundamental. Its range of styles, flavours and textures gives it an exceptional affinity with food. By working closely with chefs, sommeliers, restaurants and retailers, we can reveal pairings that surprise people and transform their understanding of the wines.”
She added: “For someone trying sherry for the first time, my advice is simple: serve it properly chilled, in a wine glass and alongside food. That is when the character of the wine, and its ability to enhance different flavours, becomes immediately apparent.”
