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Monday, 7 November 2022

Now in its 9th year, International Sherry Week (ISW) is a successful global initiative started by Chelsea Anton, an Australian living in Spain: https://www.sherry.wine/sherryweek

Sherry is being introduced to people looking for an intriguing and delicious type of wine they may not have seen before.
Sherry has also re-engaged with experienced consumers who are looking for a high quality, versatile, interesting wine alternative.

ISW is extremely simple – if a venue serves Sherry, then they can join in and get some great exposure – it only takes a few minutes to register!
Previous ISW activities in Australia have included:
  • 50% off all sherries in the week
  • Sherry tasting flights
  • Sherry Dinners
  • Virtual Tasting for Media and Consumers
  • In-store tastings
  • At home tastings with consumers
WIIFM for Venues
Consumers are looking for fun, engaging events to attend.
This is a simple point of difference for Venues to stand out in what is a crowded, attention-seeking market.
Not only is it some free marketing via inclusion in the ISW website and global digital marketing campaign, it’s profitable with margin for premium Sherry well above average.
To make it easy for venues to promote their Sherry Week event there are free posters to download  including a version where venues can include their own event details and display.
They can also download a sherry and food pairing wheel, tasting mats for 3, 4, 5 and 6 wines, infographics, and a Tapas and Sherry e-book. If venues would like more info about Sherry for their staff, here is a link to an intro article to make it easy.


Monday, 7 November 2022
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