Sherry is more than just a wine, it is history, people, land and a combination of century-long knowledge, passion and expertise. This goes beyond purely ‘wine’ as, with the skill of barrel use the spirit industry is yielding an advantage of sherry. The diversity of sherry bartenders, sommeliers, as well as chefs, take advantage of these beautiful wines. Not to mention the other products which arise in the denominations such as brandy, vinegar and vermouth. But how can you address the next generation of sherry consumers?
I believe in the following routes:
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Cooking, cocktails and sommeliers
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Wine education to storytelling
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Jerez Travelling
Cooking, cocktails and sommeliers
The on-trade suits the wines of Jerez very much due to the diversity and flexibility. Delivering something amazing or even creating a new experience either through food and sherry pairing or sherry as ingredients in food, or cocktails. I find it utterly disappointing when a Spanish-themed restaurant anywhere in the world does not have a decent list of sherry wines available by the glass. It is a no-brainer to have – especially the oxidative style wines – by the glass; and to recommend as a palate cleanser or aperitif a biologically aged style of wine.
The new generation, however, has to be addressed differently, young sommeliers who share the connection with the wines have a story to tell. An organic, biodynamic approach is in demand with younger consumers as well as sustainable, natural wines; certain styles of sherry do present them very much as an opportunity to jump on this wagon. Implementing diversity in the sales tools like social media, and influencers, but going even further music pairing as well as young experts explaining whom they can relate to aids in the up-sell. Arguably, no other style of wine delivers such intensity to the umami flavour profile, the fifth element when it comes to the sensation of taste.
Making it simple to access these pairings and cocktail creations from the smartphone as well as visually attractive plays an important role in reaching out to the younger generation. When it comes to sherry cocktails (including vermouth or even brandy) young bartenders should have the chance to exchange their new creations, it makes also a welcome photo opportunity and a hashtag for social media if one highlights sherry as an ingredient. The time has come to try out a substitution for vodka and gins and put in the fino, manzanilla, cream, oloroso and co. in the ‘shaker’.
Supercharging the classic bloody mary with a dash of fino sherry makes a wonderful cocktail with a salty, tangy finish. Awareness here may come through sponsorship and endorsement via lifestyle magazines, and cookery shows amongst other opportunities. RTD and hard seltzers have become important players within the industry. The Port wine industry started to create White Port and tonic in cans, repackaging certain products and delivering convenience to certain customers will raise further attention and even bear other opportunities within the category.
Sherry is an incredibly versatile wine, that pairs well with several foods as well as an everyday ingredient at the bar. Not to mention the closely related products such as vinegar, vermouth, and brandy, one could never leave the flavoursome world of Jerez. Sherry is special because it’s different, it cannot be copied or reproduced elsewhere, recognizable and distinct.
Wine education to storytelling
The key is here staff training – which overall is important throughout the process of sales – knowing what the different styles of sherry stand for and how the consumer make the most of it. Wine lovers who already have a keen interest in fine wine and appreciate the concept of a single vineyard from various countries will certainly be fond of the Jerez pagos concept. Here is a further development with vineyard names, easy to access maps help to understand the provenance of the grapes as well. Examples exist of the VDP single-vineyard mapping or in Austria, through the ÖWM digital wine atlas.
Train-the-trainer is a key concept and with the sherry educator course as well as the online course, the e-platform launched earlier this year are a fantastic opportunity. The next step may even be to widen these courses to a greater audience, as standardized courses through approved program providers who hold courses throughout the world in person as well. The more a person knows about a product the more confident he/she chooses. From personal experience in educating in various wine schools throughout Europe, I see the excitement when introducing sherry at various levels, but these wines must be tasted and explained as they’re certainly not easy to grasp from the beginning.
E-commerce and social media can also help certain producers, especially the bigger ones who have an extensive network may highlight their online distribution – as well as additional information in digital format – for consumers worldwide.
Sherry is a complex beverage, sometimes even too much. On one side this is an advantage as you never run out of stories, and educational material but on the other side life (and wine) shouldn’t be overly complicated either, simplicity sells. One can get lost easily with the various labels and styles within each house, and bodega, not to mention ‘newcomers’, certain products which are released.
While mainly due to the scarcity of vintage-dated sherries and the ageing process, consistency is maintained yet the different quality levels within each category may seem bewildering for experts as well. Often the clear picture of origin and hierarchy of appellation given between origin, villages and single vineyards explain the quality hierarchy much easier. With sherry another dimension like ageing must also be encountered, while it adds to the quality ladder yet, there is an urge for a simplified message.
Technology and fast information play an important role when introducing Jerez to Gen Z and Millenials, further they want to experience. Storytelling has become important again. E-commerce will play a role further, as well as video marketing through the various channels, the wines have to be accessible and easy to understand (style, quality, background). Elements like suitability (e.g. lightweight bottles, story) and new styles, even funky labels as well as a person or personality to whom they can relate may prove beneficiary to the introduction. Diversity in marketing, effective communication, as well as education, will remain the key points in the global support of the wines of Jerez. Sherry is a wonderfully diverse product related closely to the land and people – which we all care about – who passionately craft each bottle, it must be shared with the world.
Jerez Travelling
Food is awesome in Andalucia, to put it simply. Discovering the match-in-heaven tapas with sherry in the local “tabancos”, the traditional sherry bars (without needing cigarettes) are a great way to discover the culture around food and wine. Places like Bodegas Tradición or El Pasaje are amazing places. Jerez itself has so much to offer from the Alcazar, and Cathedral to the many bodegas which you can visit. Or just linger along the Calle Larga and the whole city will pass by, as César Gutierrez from Sanchez Romate told me once.
The sandy beach of Sanlúcar de Barrameda (or neighbouring Chipiona – yes home of the Moscatels) is fun but if you are into nature and bird watching –and I must admit is yet on my list- the Parque Nacional de Donana is a fantastic place. Or hop on a train to Cádiz or Sevilla in the other direction. It has truly a lot to offer.
Final thoughts
Sherry is very diverse, from the wines, of fino, amontillado, and oloroso, dry to sweet and beyond. Cooking with sherry or sherry vinegar, enjoying with food, in form of various cocktails, from vermuth to brandy and much more…Sherry offers endless opportunities let’s enjoy it responsibly it is amongst the greatest wines on this planet.
Check out my recent YouTube (below) video and podcast on sherry and sherry ageing.
