All’s looking merry for sherry?

For decades sherry has been dismissed as your grandmother’s post-Christmas tipple. Too sweet, too old-fashioned, too dusty in the cupboard.

But the reality is very different. Sherry is one of the most diverse and complex fortified wines around, ranging from crisp, dry Finos to indulgent Pedro Ximénez. And after years of decline, producers are working hard to bring it back to relevance.

That means unfiltered sherry en rama, sherry-based cocktails like fino and tonic, and new regulations that celebrate regional diversity and allow more terroir-driven wines.

It also means leaning into what modern consumers want. Curiosity, authenticity and local pride are driving choices, with global conversations about supporting local heroes up 59% year-on-year. Sherry, with its Andalusian roots and craft production, is perfectly placed to meet that demand.

Tourism, storytelling and clever packaging can all play a role in sparking discovery moments and turning an overlooked category into one that symbolises conscious consumption.

Today’s drinkers are curious and culture-hungry. Sherry has the heritage, the flavour, and the story to match. The only question is whether producers can seize the moment.