Sherry Week targets bigger 2026 turnout

The annual global Sherry campaign will return from 2–8 November 2026, following a record-breaking 2025 edition that saw the UK host more registered events than any other market.

Registration has opened for Sherry Week 2026, with organisers calling on venues, retailers and educators to sign up for what has become the world’s largest celebration of Sherry.

Now in its 13th edition, Sherry Week will take place from 2–8 November 2026, bringing together the global Sherry community for tastings, food pairings, masterclasses and cultural events centred around the fortified wine category.

Since launching in 2014, Sherry Week has hosted more than 30,000 events worldwide under the auspices of the Consejo Regulador for Jerez-Xérès-Sherry and Manzanilla. According to organisers, nearly one million wine lovers have taken part, discovering Sherry’s heritage, its solera ageing system and its versatility in cocktails and food pairings.

The campaign celebrates the breadth of styles available, from Fino and Manzanilla through to Cream Sherry.

Record year for the UK

The announcement follows a standout year for the UK, which emerged as the most active Sherry Week market globally, hosting 1,846 registered events.

Events took place across a wide range of venues, from specialist wine merchants and local bars to Michelin-starred restaurants. Participants showcased the category through food pairings, educational tastings and the launch of the Sherry Supper Club series, featuring chefs including José Pizarro.

Globally, the 2025 edition was the most successful in the campaign’s history. Organisers recorded 4,209 registered events, representing a 38% increase on the previous year, with participants taking part across 27 countries.

Alongside the UK’s 1,846 events, Spain introduced its first Sherry Cocktail Week, with activities taking place from Barcelona to the islands.

Social media also played a major role in last year’s campaign. Organisers said the #SherryWeek hashtag reached 6.2 million people worldwide, supported by the campaign’s Sherry Girl character, which featured across social media, promotional materials and pairing guides.

For 2026, Sherry Week has unveiled new official campaign artwork ahead of the event.

Free registration and prize trip to Jerez

Registration for Sherry Week 2026 is free and open now. Registered events will be featured on the campaign’s online map, while participants will receive promotional support and access to downloadable resources including tasting mats, pairing guides, posters and marketing materials.

Organisers said additional promotional assets will be made available this year.

Businesses, venues, educators and wine professionals can also create a Sherry Ruta in their city or neighbourhood as part of the campaign.

Those who register an event will also be entered into a prize draw to win an all-expenses-paid trip to Jerez in spring 2027. The prize includes visits to three bodegas, gastronomic experiences and three nights’ accommodation in a four-star hotel. The competition is open to anyone selling Sherry across the UK.

Commenting on the campaign’s continued growth, César Saldaña, President of the Consejo Regulador Jerez-Xérès-Sherry, said: “The success of the greatest Sherry party on Earth reflects the unique ability of these extraordinary wines to captivate discerning palates around the world. It is deeply inspiring to see such shared passion and creativity come together across so many diverse activities, with Sherry wine as the unifying thread connecting cultures.”

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