‘If you want to love something, get to know it’: Sherry’s new mission

Long seen as old-fashioned, Sherry is undergoing a quiet revolution. With tourism booming, mixology pushing boundaries, and producers unpicking persistent myths, the region is turning its gaze towards Gen Z. 

A wine misunderstood

Few wines are weighed down by stereotypes quite like Sherry. For decades it has been perceived as sticky, sweet, and destined only for certain aunts at Christmas. But ask César Saldaña, president of the Consejo Regulador, and he will tell you this narrative was born out of marketing decisions in the 1970s and 80s that had little to do with the wine itself.

“Sherry was presented, perceived and consumed as a ‘drink’, rather than as a wine,” he explains. “This has nothing to do with the way that we understand and enjoy Sherry in homeland Andalusia, where the obvious place for a chilled glass of Fino is at the table. There is no question that Sherry is one of the most food-friendly wines in the world, and this is why gastronomy is one of the pillars of our communication nowadays.”

Both Federico Sánchez, brand ambassador for Lustau, and Ignacio López de Carrizosa, export director and global brand ambassador for Valdespino, echo the frustration at persistent myths. Sánchez points to the belief that Sherry is “exclusively an aperitif or dessert wine, overlooking all the different styles it comprises.” López de Carrizosa goes further: “Very often Sherry is not seen as a wine but as a liqueur. Also, it is very common among traditional consumers to assume that Sherry is a sweet wine, not being aware of the spectacular variety of styles.”

Myth-busting the category

The reality is that Sherry runs from some of the driest wines in the world (Fino and Manzanilla) to some of the sweetest (Pedro Ximénez). In between sit Amontillado, Palo Cortado, Oloroso, and a range of Medium and Cream styles. “Sherry is a complex wine category,” López de Carrizosa stresses, “with endless variations.”

Sánchez sees this breadth as both the challenge and the opportunity: “The future depends on bringing Sherry to the table. We would like regular wine consumers to become familiar with all the possibilities it offers and to choose it as an option in their everyday lives.”

When asked which style he would recommend to a newcomer, Sánchez suggests a Medium or Cream: “Sherries are wines with a very distinctive personality that require a period of ‘taste learning’. These styles show a great balance between acidity and sweetness; they are approachable wines that allow the palate to be gradually educated.” López de Carrizosa recommends starting with a Medium Dry Amontillado before branching out into drier or sweeter expressions.

Pouring it differently

Breaking with ritual is another part of the re-education process. López de Carrizosa avoids the traditional copita altogether: “I usually pour Sherry in white wine glasses for the wine to express itself in a wider environment, allowing the beautiful aromas to captivate your nose.” He is also evangelical about serving temperatures, insisting that Finos and Manzanillas should be well chilled, while oxidative styles work best at cellar temperature.

Food pairing is, in his view, the ace up Sherry’s sleeve: “Sherry is probably the most versatile wine in the world.” He cites Japanese cuisine as a favourite match – Fino with sashimi, Amontillado with Unagi, Oloroso with Kobe beef. 

Tourism as education

If education is the key to broadening Sherry’s reach, then wine tourism has become one of its sharpest tools. “It plays a fundamental role,” Sánchez says of Lustau’s programme, which has seen visitor numbers grow steadily. “Beyond its economic importance, these visits are an opportunity for us to educate wine lovers so that, through knowledge, they fall in love with our extraordinary wines. Our motto is: ‘If you want to love something, get to know it.’”

López de Carrizosa also stresses its value, describing tourism as “possibly the best educational tool available” for keeping visitors’ attention in a relaxed, immersive environment.

For Saldaña, the Consejo’s decade-long investment in the certified “Sherry and Brandy de Jerez Route” has been transformative. “Today, Jerez is one of the top wine destinations in Spain, with over 400,000 people visiting our bodegas yearly. There is no doubt that there’s nothing like visiting the region to understand the beauty of Sherry wines and the amazing natural conditions, traditions and craftsmanship that allow us to produce these incredible wines.”

This educational drive now extends beyond Spain. In the UK, a series of Sherry Supper Clubs has been launched, designed as intimate dinners showcasing the versatility of Sherry with food. These modern dining experiences bring together key retailers, sales teams, influencers and food journalists, encouraging meaningful conversation and relationship-building. The first took place on 16 June at Jikoni London, led by award-winning chef and food writer Ravinder Bhogal, pairing Sherry with the flavours of South Asia, the Far East, the Middle East, East Africa and Britain.

A follow-up is planned for October in Bristol, where Malaysian spice will meet Spanish cuisine. The aim, according to organisers, is to challenge perceptions of Sherry, strengthen trade relationships, and generate content that amplifies the campaign well beyond the room.

A new audience

But can Sherry truly resonate with Gen Z? Saldaña believes so. “There are a number of attributes of Sherry wines that represent strong arguments to attract centennials: authenticity, diversity and their very genuine character,” he says. Gastronomic versatility and potential in cocktails further strengthen the case.

The Consejo has also had success in digital outreach. Its global Sherry Week campaign connected enthusiasts across 29 countries last year, reaching 8.5 million impressions online. “Online communities are another interesting angle when focusing on this consumer group,” Saldaña notes.

Both Lustau and Valdespino agree that education and accessibility are vital for winning younger consumers. Sánchez believes pairing a Fino with ham or using Oloroso in cocktails are ways to ease new drinkers into the category. López de Carrizosa stresses making the first encounter positive: “A Medium Dry Amontillado can be the perfect gateway.”

Looking ahead

Sherry’s guardians are also making regulatory moves to broaden appeal. Saldaña highlights the revival of pre-phylloxera grape varieties as a response to climate change, and the forthcoming DO for still wines made from Palomino and other local grapes. “These are wines with a clear focus on the amazing diversity of the local pagos of albariza soil,” he says. “This new DO will not only help protect and identify these wines with its true origin, but I’m sure will also be the best possible gateway for wine lovers to enter the wonderful world of Sherry wines.”

From the bodegas to the Consejo, the message is clear: Sherry’s future lies not in nostalgia, but in reframing it as one of the world’s most versatile wines.

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