Sherry Week is almost upon us. What are the big highlights for the trade to get behind?
International Sherry Week returns from November 2-8, with supper clubs, tastings, masterclasses and cocktails giving the trade plenty of ways to get involved.
UK highlights include Sherry Supper Clubs at Fingal in Edinburgh and Brindisa Battersea, a dinner with Ping Coombes and Owen Morgan, and winemaker dinners at Ambiente Tapas. Retailers will offer tastings and pairing experiences, while Sherry Rutas in London and Edinburgh will connect participating venues.
The D.O. is encouraging businesses to join in with something that suits their customers, from a simple tasting to a dedicated menu.
What does the D.O. hope to achieve with Sherry Week?
The aim is to encourage people to discover - and rediscover - Sherry. For newcomers, that might mean finding a style they love through an unexpected pairing or cocktail. For those already familiar with Sherry, it is an invitation to explore further and enjoy it in new ways.
The D.O. wants to make that experience welcoming and accessible, while helping the trade build confidence in recommending Sherry. The ambition is for those discoveries to inspire enjoyment and sales well beyond the week itself.
Are there examples of what retailers, restaurants and wine merchants are doing that might inspire others?
John Lewis is hosting a Sherry and cheese masterclass alongside an Oxford Street window takeover. Booths will offer tastings across its 25-store estate and food-pairing events led by Jason Sheldon. The Whisky Exchange has three events featuring bodegas, including Under Spanish Skies in Covent Garden on November 5.
At Friends of Ham in Leeds will host a Sherry and tapas evening on November 3.
For independent retailers, putting Sherry on the tasting counter is a simple way to join in. A chilled Fino with salted almonds or an Amontillado with cheese can start the conversation. Ask what customers enjoy, offer a style that might appeal and let them taste. That small introduction can spark a discovery—or rediscovery.
There is a big focus on Sherry and gastronomy this year?
Food is at the heart of the programme, with Jerez’s designation as Spanish Capital of Gastronomy for 2026 providing a fitting backdrop.
The D.O. is encouraging people to look beyond familiar pairings: chilled Fino with fish and chips, Manzanilla with sushi, Amontillado or Oloroso with Indian and East Asian dishes, or Cream Sherry with a rich dessert.
The supper clubs will demonstrate that versatility, from Pedro Barreira’s modern Scottish cooking with Galician influences at Fingal to Angel Zapata Martin’s Spanish menu at Brindisa. Food offers an immediate and enjoyable way to discover what different Sherry styles can do.
There are also opportunities for learning through masterclasses and education sessions?
Wine with Jimmy is hosting a special masterclass online on November 2
On 2 November 2, Wine with Jimmy will host an online Sherry Academy session, with a tutored tasting and dedicated tasting kit so participants can learn and taste along from home. Click here for more details.
Retailer masterclasses and events with bodegas will offer opportunities to explore the styles and meet the people behind the wines. Carmen Aumesquet will also lead a tasting at Roehampton Club in London.
For trade teams, these experiences build confidence in explaining Sherry, suggesting food matches and helping customers find a style they enjoy.
Now in its 13th year, how has Sherry Week grown, and how has its focus evolved?
International Sherry Week is now into its 13th year
Launched in 2014 to introduce Sherry to a new generation, Sherry Week has grown into an international celebration bringing together producers, merchants, restaurants, bars, educators and consumers.
In 2025, it recorded 4,209 registered events across 27 countries, up 38% on the previous year. The UK hosted 1,846 events, this year we’re at 2,279 events and counting!
Discovery remains central, but there are now more ways to participate, from cocktails and supper clubs to city routes and online tastings. The focus is on helping people discover or rediscover Sherry’s diversity and find a place for it in the way they eat, drink and entertain today.
What is happening around the world?
Spain’s Sherry Cocktail Sessions will involve more than 35 venues across Madrid, Barcelona and Málaga. In Jerez, the programme includes bodega visits, vineyard tours, cask tastings and activities connecting Sherry with food, flamenco and culture.
Japan will host Sherry and Jamón routes in Tokyo and Kyoto–Osaka, with more than 30 venues expected to participate. Washington D.C.’s Sherry Ruta includes the Sherry Fair at the Square on 7 November.
São Paulo will offer gastronomic activities and a masterclass for bartenders and mixologists, while Berlin’s programme includes a collaboration with Markthalle Neun. Each destination brings its own food culture and creativity to the celebration.
What is the best way to get involved and sign up?
Register an event or promotion free of charge at sherry.wine/sherryweek. It could be a tasting, pairing menu, featured cocktail or informal gathering—there is no need to organise something elaborate.
Events must feature one or more wines from D.O. Jerez-Xérès-Sherry or D.O. Manzanilla-Sanlúcar de Barrameda. Registered public events appear on the official map, and the website offers downloadable materials and pairing inspiration.
Help with registration is available at sherryweek@sherry.org.
How can people follow Sherry Week online?
Follow @sherrywinesjerez on Instagram and use #SherryWeek to discover events, pairings and celebrations worldwide.
Participating businesses are encouraged to share their plans, tag the official account and use the hashtag to bring their own Sherry party into the international conversation.
