Published: 03 November, 2025
For sherry aficionados in the trade, few achievements are more rewarding than transforming a geek-centric niche into a mainstream phenomenon. Yet while this remains a formidable challenge, a growing number of on-trade advocates are proving that, with the right positioning, storytelling and training, this venerable fortified category can drive both engagement and margins. So, what’s the secret? Step one, says sherry producer and importer González Byass, is to break down misconceptions and educate consumers about the category’s incredible versatility.
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Visiting Sicily as part of the Duca di Salaparuta Group’s 200-year celebrations this month included a trip to their world-famous Florio cellars. This served as an apt reminder that Marsala is more than an ingredient in your tiramisu, more than a bottle of something strong in Granny’s drinking cabinet; this is a serious wine, with serious pairing potential. And, as such, perhaps it’s time to rediscover this under-appreciated gem.
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Published: 23 September, 2021
Jacopo Mazzeo looks at what regions such as the Douro and Jerez are doing to survive in a market increasingly hostile to fortified wines and explores whether these efforts are effective. Port, for instance, is heading in two diametrically opposed directions: simplification and (extra) premiumisation, with new categories that span from youth-friendly RTDs to Tawny 50yo and White 50yo. Sherry meanwhile, has just changed a number of its regulations and now embraces unfortified wine.
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Three chef and sommelier teams have been chosen to attend the UK final for Copa Jerez in London later this month.
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Published: 12 November, 2018
Chris Wilson looks at the age-old conundrum – how can fortified wine break away from its seasonal reputation?
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Published: 15 August, 2017
Majestic Wine has reported a 46% hike in annual Sherry sales driven by an increasing thirst for the tipple among Britain’s ‘hipsters’.
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