International Sherry Week celebrates successful second year

By Mathew Lyons

Published: 13 November, 2015

International Sherry Week, which ran from November 2 to 8, saw over 1,500 events being held across 25 countries on five continents.

The initiative is organised by El Consejo Regulador Jerez-Xeres-Sherry to promote Sherry around the world.

Four new countries participated this year: Colombia, Dominican Republic, Israel and China.

There were 191 events in China, largely in the Shanghai area, driven by a number of recently qualified Sherry educators.

The most popular style of event globally was food-and-wine matching menus.

The #sherryweek hashtag received over 20 million impressions across the week.

Around 1.6 million consumers were also reached on Twitter through two Twitter Tastings involving 25 bloggers and 145 participants.

César Saldaña, general manager, El Consejo Regulador Jerez-Xeres-Sherry, said: "Sherry Week is a great opportunity to share with consumers the knowledge gathered from all of the trade activities we run during the year: from Sherry cocktail competitions and Copa de Jerez to seminars, masterclasses, and our Sherry educator programme.

"Professionals in the wine and gastronomy sectors whom we've empowered can go out and spread the word about Sherry to aficionados, whether newcomers or experienced.

"So the event not only connects Sherry lovers from all the world, but is an ideal platform to support everyone with whom we have worked with over the year."

The number of events in the UK tripled to 228.

Owen Morgan, manager of Welsh Tapas bar group Bar 44, which ran a number of events through the week, said: "We had a brilliant week with a different event every day and with all different ages and types of customers - from young girls, rugby and football fans to retired couples and hipsters. They all came along and enjoyed the Sherry experience."

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