Sherry Week 2025 brings the fiesta to the table

The campaign is set to bring the world’s most diverse wines into the spotlight once again, with hundreds of events across 30 countries and an ambitious UK programme that puts Sherry centre stage in bars, restaurants, and retail.

A modern Sherry moment

Following on from this summer’s Sherry Supper Club at Jikoni London, Sherry’s renewed focus on hospitality is now taking centre stage.

This autumn’s campaign, Sherry Week 2025, leads directly into International Sherry Week (3-9 November) and places Sherry in front of thousands of wine consumers and trade professionals through a packed calendar of tastings, dinners, staff training, and in-store activations.

César Saldaña, president of the Consejo Regulador Jerez-Xérès-Sherry, said: “We are thrilled to see this seminal event grow and evolve. Every year, more professionals participate, imparting the unique nature of these wines to Sherry drinkers with all levels of knowledge. Their year-round efforts come to fruition in the greatest Sherry party on Earth.”

Building up to Sherry Week

The UK campaign kicks off in October with a Sherry Supper Club at Bar 44 in Bristol, where chef Owen Morgan will join forces with MasterChef Champion of Champions Ping Coombes for an intimate food-pairing evening. The following week, Laithwaites Wine Festival in London will feature a dedicated Sherry masterclass and stand, reaching over 5,000 consumers.

Further activations include Waitrose staff training sessions, a virtual tasting with 35 of the UK’s top food writers led by César Saldaña, and extensive retail engagement ahead of the main event.

The UK pours itself a glass

During Sherry Week itself, the UK will host one of the campaign’s most extensive national programmes, with over 300 events expected across major retailers, restaurants and independent wine merchants.

• Waitrose will transform its Oxford Street Foodhall into a Sherry hub, complete with flights, masterclasses and wine bar serves, reaching an estimated 60,000 visitors.
• Majestic will run a nationwide Sherry takeover across its 214 stores, supported by a dedicated newsletter to one million customers and a staff tasting hosted by Saldaña.
• Morrisons will feature in-store POS, digital screens and myth-busting recipes across 259 outlets, while Direct Wines will integrate Sherry into telesales, retail and online platforms.
• Booths will host sell-out tastings presented by DO Jerez Promotions Director Carmen Aumesquet, with up to 35 guests per event.

Independent retailers are also joining the action, supported by online training sessions and a nationwide competition offering a VIP trip to Jerez in 2026 for the best Sherry Week activation. Stores such as Amathus, Jeroboams, the Oxford Wine Co. and many others will run in-store tastings and pairings throughout the week.

Supper Clubs and Sherry Pairings

Sherry Week 2025 will continue its successful Supper Club series, spotlighting the category’s versatility with food. In London, José Pizarro and Ben Lippett (the chef behind MOB) will host a five-course Sherry and food pairing dinner at Lolo on 4 November.

Across the country, events such as a Sherry & Tapas evening with Álvaro Domecq at Cellar Door Wines in St Albans, a Lustau dinner at Amari in Brighton, and a five-course pairing at Tabanco Ambiente in York will bring the spirit of Jerez to UK tables.

Meanwhile, smaller venues like Dylanwad Wine in Wales and Buchanans Cheesemonger & Wine Room in London will host tastings exploring Sherry styles alongside local cheeses and snacks.

A global fiesta

Beyond the UK, more than 2,000 events across 30 countries are planned for International Sherry Week 2025. Highlights include a gala dinner at Tokyo’s Ogasawara Residence, Barcelona’s debut Sherry Cocktail Week, large-scale promotions across Brazil’s bars and billboards, and a Mini-Sherry Feria in Washington DC followed by a 20-bar cocktail route.

Sherry’s new generation

With a strong focus on education, gastronomy, and trade collaboration, this year’s campaign underscores how Sherry’s modern identity is being redefined in real time.

From Michelin-trained chefs to neighbourhood tapas bars and independent retailers, Sherry is no longer a dusty curiosity – it’s becoming a contemporary classic, poured and paired across the UK’s most dynamic venues.

Click here to find events near you.

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