International Sherry Week returns with a focus on education

By Jo Gilbert

Published: 12 August, 2016

For a third consecutive year, International Sherry Week (ISW) - organised by El Consejo Regulador Jerez-Xeres-Sherry - will celebrate Sherry wines across the UK.

The week-long schedule currently being planned will put Sherry at the forefront of live events, promotions, tastings and pairing menus.

Nathan Sherwood, manager at Hanging Ditch, said education is needed to change the public's perception of this Spanish wine.

"It's not just something you have at Christmas or in holiday, it's an entire world of wine unto itself. It's not about fruit flavours like wine is. It has its own unique character and flavour profile outside of wine," he said.

"When I go into a bar in Manchester there's guaranteed to be a bottle of Tio Pepe which has been open for 18 months. Sherry doesn't get reverence it deserves."

This year, ISW runs from 7 to 13 November.

Sherwood, a self-confessed Sherry nut, will be involved in a range of events, all with the objective of educating consumers about the potential of the category.

"There are so many events being planned. Having people who are passionate about sherry interacting one to one is the best way to deliver the message. Being direct is so much more valuable than marketing," he said.

One of the challenges, he says, is getting people to realise the role Sherry plays in the modern drinks and the creative cookery industries.

"Getting more people to try the full spectrum of styles, and to understand its role is the challenging thing. Sherry is amazing and it's things like ISW and the Great Sherry Tasting which help that to come across."

Last year, the second International Sherry Week held on 2 to 9 November 2015, saw more than 2000 events taking place in 25 countries around the world

Eighty participants took part in the UK, hosting several hundred events nationwide.

Those who would like to be involved or host an event, visit www.sherryweek.wine.

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