Majestic reports surging Sherry sales

By Lisa Riley

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’.

Once the preserve of Britain’s grandmas, Majestic said the boom in year-to-date volume sales was partly thanks to a new “hipper audience” being enticed to the drier more premium styles on offer, with sales of the fortified wine sitting in the £10 - £15 up a whopping 71%, said the retailer.

High quality, food-friendly sherries were tapping into the changing preferences of the generation that “light the fuse" under craft ales and gins, said Joe Aylmer, Sherry buyer at Majestic.

“It’s no longer a social faux pas for hipsters for Sherry in tapas bars, as ingredients in cocktails or simply served ice-cold on a hot summer day or with tonic as a low ABV alternative to G&T - it’s a complete reinvention of the style.”

Majestic said best sellers included ultra-dry Manzanilla styles, Tio Pepe which, when mixed with mint, ice and soda water, makes a refreshing summer cocktail and Amontillado with tapas, manchego cheese or paella.

According to the International Wines & Spirits Record, premium Sherry sales are set to grow 18% in "the coming years" as the market catches up with the resurgence.

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