Sherry Wines UK launches ‘Splash of Andalusia’ campaign

The 2026 campaign, titled A Splash of Andalusia, follows what organisers describe as strong recent progress in the UK market. It comes at a time when both fortified wines and the wider wine category are facing ongoing challenges, although Sherry is “bucking the trend” thanks to a focus on education, discovery and new consumption occasions.

Over the past three years, a strategic experiential programme has introduced a new generation of drinkers to Sherry, while reconnecting existing consumers with its versatility.

This year’s activity will expand that approach, with more than 100 in-store tastings planned across independent merchants and national retailers. The tastings will focus on lighter, food-friendly styles designed to align with contemporary drinking habits.

Independent wine shops continue to play a central role in the category’s resurgence. In 2025, Sherry Week saw a 74% increase in events, reaching 1,846 activations across the UK, supported by more than 500 wine merchants, restaurants, bars and enthusiasts.

Spotlight on serves and region

A key element of the campaign is the introduction of the Solera Spritz, made with 75ml Fino or Manzanilla Sherry, 100ml tonic, fresh grapefruit and ice, with an ABV of 6.7% and approximately 74 calories.

Positioned as a lighter alternative to the Aperol Spritz, which has an ABV of around 9.2% and roughly 155 calories, the serve aims to highlight the freshness and versatility of Sherry.

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The Sherry Sunset will also return, combining Cream Sherry with ice and a slice of orange.

Alongside retail activity, the campaign will place greater emphasis on the cultural and gastronomic importance of Jerez. The city has been named Gastronomy Capital of Spain, while Vinoble will return from 30 May to 1 June to showcase fortified wines.

César Saldaña, President of the Consejo Regulador Jerez-Xérès-Sherry, will also host his first masterclass at the London Wine Fair on 19 May, titled “Jerez, the Land of Double Terroir”, focusing on both traditional and innovative expressions from the region.

Events programme expands

Further activity will continue into the autumn, with Sherry Week scheduled to take place from 2–8 November. Sherry Supper Clubs will also return, with Manchester and Edinburgh targeted as locations for 2026.

Additional partnerships, including collaborations linked to the Guild of Food Writers’ Awards, are planned to reinforce Sherry’s position within gastronomy and experiential retail.

César Saldaña, President of the Consejo Regulador Jerez-Xérès-Sherry, said: “Great Britain has always been—and will remain—a key market for Sherry. This success is a testament to years of passion and the ability of Sherry to captivate discerning palates. By introducing and reintroducing wine lovers to its versatility, we’ve sparked a real uplift. This is a genuine turning point for sherry and a chance to inspire new generations of sherry lovers.”