Majestic credits ‘hipsters’ with Sherry revival in UK

16th August, 2017 by Lauren Eads

UK retailer Majestic has attributed a surge in sales of Sherry to the rising popularity of the fortified wine among “hipsters” and younger drinkers, a demographic that it credits with kick-starting a Sherry revival in Britain.

Open jamon sandwiches with white wine on wooden table

While sales of Sherry, and the wider fortified category, have long been in decline in the UK, premium, drier styles of the fortified wine from Jerez appear to be picking up, according to Majestic.

In the past year to date, sales of Sherry at Majestic have increased by 46%, with premium Sherries in the £10 – £15 price range increasing by 71%. Best-selling styles, say the retailer, include Manzanilla and Fino, which are increasingly finding a home as a cocktail base. In response, Majestic has said it would be boosting its online range of fortified wines for next day delivery.

“Good sherries are high quality, food-friendly wines that are tapping into the changing preferences of the generation that light the fuse under craft ales and craft gins,” says Joe Aylmer, Sherry buyer at Majestic.

“It’s no longer a social faux to opt for Sherry in bars. Sherry can be used as an ingredient in cocktails, with tapas or simply served ice-cold on a hot summer day. It goes great with tonic as a low ABV alternative to G&T too. It’s a complete reinvention of the style.”

Earlier this year the IWSR, as part of its 2016-2021 forecast report, projected that volume sales of premium Sherry would grow 18% from 2016 to 2021, continuing an upward trend since 2011, albeit at a slower rate, helped by a boom in premium Spanish restaurants and interest by younger consumers.

However while the tide might now be beginning to turn in favour on Sherry, the category faces a long road to recovery. While total sales of Sherry in Great Britain grew by 8% last year – a positive step – the Consejo Regulador de Los Vinos de Jerez’ last annual report, from 2015, revealed that Sherry sales had all but collapsed in the category’s top five markets over the last decade, with global exports nearly halving since 2002.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Fine Wine Logistics Coordinator

IG Wines
London, GB

Brand Ambassador East Coast USA - Ableforth’s

Maverick Drinks
New York - field-based, USA

Brand Ambassador West Coast USA - Ableforth’s

Maverick Drinks
San Francisco / Los Angeles - field-based, USA

Global Travel Retail Manager

Maverick Drinks
London, UK

Portfolio Ambassador - Europe

Maverick Drinks
North West Europe - field-based, UK

Senior Partner Manager - Grocery

Maverick Drinks
London/Field Based, UK

Sales Executive

Woolf Sung Ltd
London

Trade Marketing Manager - Maverick Drinks

Maverick Drinks
London / Kent

Business Development Executive Central London

William Grant & Sons UK
London

PR & Communications Officer - Atom Group

ATOM Supplies Limited
London, UK

Crus Bourgeois du Médoc 2015 Official Selection Tasting

London,United Kingdom
21st Sep 2017

The City Wine Show

London,United Kingdom
22nd Sep 2017

Almaviva 2015 Vintage and Vertical Tasting

London,United Kingdom
28th Sep 2017
Click to view more

Global Chardonnay Masters 2017

Deadline : 29th September 2017

The Global Riesling Masters 2017

Deadline : 29th September 2017

Click to view more

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

The Global Organic Masters 2017

The drinks business is thrilled to announce the launch of The Global Organic Masters

Click to view more