Sherry Week 2025 breaks records with global surge in events and new cocktail focus

The world’s biggest celebration of Sherry smashed its own records this year, with more than 4,200 events across 27 countries — including a landmark moment for the UK and the launch of Sherry Cocktail Week.  

Sherry Week 2025 has closed as the most successful edition in its 12-year history. Running from 3-9 November, the worldwide celebration delivered 4,209 registered events — a 38% rise on last year — across bars, restaurants, wineries and retailers in 27 countries.

Launched in 2014 to reconnect with a new generation with Spain’s historic fortified wine, the initiative has now clocked more than 30,000 events in 44 countries. Once again, the Sherry Girl fronted posters, pairing guides, social media content and merch, helping @sherrywinesjerez and the #SherryWeek hashtag reach 6.2 million and generate more than 20,000 interactions.

César Saldaña, President of the Consejo Regulador Jerez-Xérès-Sherry, said: “We are delighted with the results of this year’s Sherry Week, which has been record-breaking in every respect. This success reflects the outstanding work by the entire team over the years, and the unique ability of these extraordinary wines to captivate discerning palates around the world. It’s deeply inspiring to witness such shared passion and creativity come together across so many diverse activities, with Sherry wine as the unifying thread connecting cultures.”

Spain leads with cocktail innovation

Spain hosted 814 events, keeping the heart of the celebration close to where it all began. Jerez was alive with more than 150 activities and streets lined with colourful banners. Highlights included a literary-led Sherry & Books pairing at Matria Restaurant, a Regulatory Council tasting with Saldaña and Bodegas Fundador’s Alberto Pizarro, and a live Japanese fusion session at Bodegas Faustino González.

Spain also introduced the first-ever Sherry Cocktail Week, stretching from Barcelona to the islands. Barcelona alone delivered more than 145 events, many centred on modern mixology, while Madrid and Seville staged around 100 events each.

UK sets a new global benchmark

The UK once again claimed the top spot, hosting a record 1,846 events — a 123% increase on last year — with 18 Sherry houses and more than 45 brands represented.

One of the standout moments came from London’s Sherry Supper Club at Lolo, hosted by José Pizarro and Ben Lippett. “Cooking food to pair with Sherry provides incredible opportunities in the kitchen and real wow moments for guests,” said Lippett.

Activity spanned the country, from Bar 44 in Bristol — where Owen Morgan and Ping Coombes hosted a Sherry feast — to celebrations in Cardiff and Ambiente Tapas in Yorkshire. Venenciador performances at Camino King’s Cross and sold-out Yorkshire Wine School dinners added further momentum.

Retailers also fuelled the surge, with tastings in 214 Majestic stores, 259 Morrisons sites, and activity from John Lewis, Laithwaites and Waitrose, including an Oxford Street window display and an eight-page feature in The Weekend magazine. Education played a major role too, with Saldaña leading nationwide training for Majestic, and Carmen Aumesquet hosting Booths pairing events and a tasting at Direct Wines HQ. Further tastings were held with The Wine Society and Sarah Jane Evans MW, who explored “The Future of Sherry”.

Graeme Brandham, Marketing at Lea & Sandeman, said: “The real benefit of doing a tasting is that people try something they have preconceived notions of and their conceptions can be flipped upside down, they can be transported to a place. That is the great thing about Sherry, a vast palate of flavours and experiences to be enjoyed. Something unique and different.”

Japan deepens its connection

Japan hosted more than 230 events, confirming its continued enthusiasm for Sherry. Tokyo launched its first Sherry Cocktail Week Ruta, with more than 10 bars serving inventive Sherry cocktails. Fukuoka’s new wine shop La Campana attracted a full house for its Sherry seminar, while Kitchen Le Marxi in Hokkaido introduced the category to new audiences, drawing both enthusiasts and importers.

Chantal Tseng, US Sherry Week Ambassador and Washington DC based bar-somm, said: “In a nonstop week of Sherry events across the city, I never tire of it. Sherry is the greatest food-pairing wine on the planet. Its range and character can both stand up to and play along with every cuisine. I’m happy to know I’ll die on this hill, glass in hand, while enjoying a plate of fermented spiced pickles.”

Brazil’s liveliest year yet

Brazil staged 262 events, marking its most energetic edition to date. Two bartender training sessions brought together 30 leading mixologists, while an urban poster campaign spanned more than 100 venues, reaching over one million people.

Digital engagement soared, from an online masterclass by Gabi Frizon to Sommcast appearances by Ambassadors Bernardo Pinto and Gabi, and a roundtable that pulled in 10,000 viewers. The São Paulo Sherry Fair expanded to Rio de Janeiro for the first time under the direction of Fernanda Fonseca.

Bernardo Pinto, Sherry Week Ambassador for Brazil, said: “As the Sherry community develops and expands, we are doing our best to get new voices, accents, cities, and channels to join the movement and help tell the Brazilian public about our favorite wines. It was an amazingly diverse and fun week! Looking forward to 2026 now.”

US celebrates coast to coast

In the US, Sherry featured in vibrant, citywide programming. Washington, DC delivered nearly 30 venues for its Sherry Week Ruta, culminating in the 5th Annual Sherry Fair @ The Square, which showcased more than 20 Sherries alongside flamenco, a venencia pour demo, and jamón-carving classes.

San Diego recorded more than 40 venues for its Ruta, with standouts such as Vinya: Vino + Vinyasa, pairing bespoke cocktails with dishes including bone marrow toast. San Francisco added a playful twist with Sherry Week Bingo, a gamified bar-hopping challenge.

China builds momentum with Bamboo cocktails

Across 16 cities in China, bars served 40 takes on the classic Bamboo cocktail. Some stuck to tradition, while others experimented with local ingredients, giving Sherry renewed visibility in the country’s evolving cocktail culture.

Sherry Week 2025 ends with record participation, new audiences, and growing creative energy — setting the stage for an even bigger 2026.

Related news

Don't miss db's Spain Report 2025, out now

Flor power: Taiwan's yeast-driven wine movement

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