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Sherry Week 2025: UK retailers join the record-breaking celebration

24 October 2025 By Sophie Arundel

With already 1,614 events planned across the UK–nearly double the amount of last year–the 12th edition of International Sherry Week is set to be the biggest yet. From supermarket activations to winemaker dinners, retailers are being encouraged to “join the Sherry party.”

Sherry Week 2025 is shaping up to be a milestone for the category, with 1,614 UK events confirmed and two weeks still to go. The campaign brings together 18 Sherry houses and more than 45 brands, showcasing the wines of Jerez de la Frontera across the country.

From flagship retail activations to restaurant takeovers, the scale of engagement reflects Sherry’s growing momentum in the on- and off-trade, with the UK emerging as one of the category’s most dynamic markets.

Retail and restaurant takeovers

At the heart of this year’s campaign is a flagship takeover at John Lewis Oxford Street, where the Foodhall window will display Sherry Week serves and a dedicated Sherry flight at the Wine Bar. A Sherry Masterclass hosted by UK Brand Ambassador Ellie Scott will headline the activity.

Majestic Wine is rolling out a nationwide tasting counter takeover across 214 stores, offering samples of La Gitana Manzanilla, Tío Pepe and Leonor Palo Cortado, each paired with Spanish snacks.

Morrisons shine the spotlight on sherry and bust some sherry myths with in-store POS and digital screens and influencer collaborations.

Independent retailers are also getting involved, with barrel-top tastings at outlets including Amathus Drinks, Lea & Sandeman, Jeroboams, Oxford Wine Company, WoodWinters and Reserve Wines. A national competition is offering participating retailers the chance to win a VIP trip to Jerez in 2026.

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Meanwhile, Direct Wines is running in-store promotions, sampling, and telesales campaigns, supported by staff training led by Carmen Aumesquet, Promotions Director for Sherry Wines.

Masterclasses and winemaker dinners

Education continues to play a key role. Aumesquet is leading sold-out tastings at Booths stores, while The Wine Society has hosted an online tasting for more than 100 members. Across the UK, local wine schools in Edinburgh, Newcastle, Leeds, Kent and London are holding Sherry-themed sessions, including “The Future of Sherry” by Sarah Jane Evans MW, featuring nine exceptional wines.

Producers are also stepping into the spotlight. Winemaker dinners and pairings are being hosted by Lustau, Fernando de Castilla, González Byass, Delgado Zuleta, Barbadillo, Sánchez Romate and The Diatomists.

A highlight will be Sherry Supper Club 3 at Lolo, London, where chef José Pizarro and food influencer Ben Lippett will host 24 media and trade guests for an evening of Sherry and food pairing.

A call to action

With activity spanning retailers, restaurants, and wine schools, the UK’s enthusiasm for Sherry has never been stronger. Organisers are encouraging the trade to take part – whether by pouring Sherry on the tasting table, creating digital content, or showcasing their favourite bottles on social media.

The message is simple: join the Sherry party.

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