London Sherry Trail launches

Some of London’s leading Sherry bars are taking part in the inaugural London Sherry Trail later this month in a bid to promote the wine.

sherry glass_cardOrganised by The Sherry Institute of Spain and taking place between 14-27 October, the trail is part of the Great Sherry Festival and is designed to get UK consumers to discover Sherry, match it with food and offers prizes for those taking part.

At a participating bar, consumers can collect a loyalty card which they must then have stamped for each glass of Sherry they buy.

Stamps may be collected over the entire two weeks and, when the booklet is full, it must be handed in at one of the bars with the consumer’s details so that they may be contacted in the event of their winning a prize, which range from t-shirts, aprons and bottles of Sherry to a trip for two to Jerez.

Graham Hines, UK director of The Sherry Institute of Spain, said: “Visiting a variety of bars in an evening is commonplace in Spain and we wanted to bring a little of that tradition to London’s growing number of Sherry bars”.

He continued: “The trail lends itself perfectly to Sherry, with so many styles of it to enjoy we think Londoners will love trying a different Sherry around the fabulous selection of Sherry bars now available to them.”

Participating bars include Fino, Bar Pepito, Hispania, Barrica, Drake’s Tabanco, Copita, Capote y Toros and Fortnum & Mason.

Later this month, the Sherry Institute UK will be hosting the world’s largest ever Sherry tasting at the Westbury Hotel in London, with over 180 Sherries on offer.

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