Worldwide events, including the launch of a groundbreaking new book, marked Sherry Week with a focus on gastronomy. For many bars, restaurants and wine shops around the world, Sherry Week is now a highlight of the calendar. Taking place at one of the last moments before the festive rush hits, it is a great excuse to celebrate an important category. It also cannot hurt that Sherry is often considered a wine lover’s wine. Certainly, the 11th edition of Sherry Week, which took place between 10 and 14 November, demonstrated the event’s long-lasting appeal. It saw more than 3,000 events take place across 29 countries. The global reach was impressive, with events as far flung as Japan, Columbia and the US. The leading participant, however, was closer to Sherry’s Spanish home: the UK hosted a record-breaking 829 events. Naturally, one of the key successes of the week was reaching thousands of consumers through in-person events, persuading them of Sherry’s quality. There was also a notable uptick in social media activity – with a reach of 8.5 million accounts – that further spread the message. However, there was a more specific message than simply leading people to drink more Sherry. The team from DO Jerez made the case loud and clear for Sherry’s gastronomic potential. Making the case in print Nowhere was this clearer than at the London launch of a new book dedicated to the close relationship between Sherry and food. Drinking, Eating, Loving Sherry: The Universe and Harmonies of Sherry
This Article was originally published on The Drink Business - Wine
