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Breaking News
Chelsea Co. wins The Drinks Business Award 2026 for Best Trade Campaign
It’s moments like this that make us incredibly proud of our team and more fired up than ever to keep championing the wonderful world of Sherry.
Chelsea Co. won Best Trade Campaign at The Drinks Business Awards, held at London Wine Fair, for The Sherry Shift, our 2025 campaign for D.O. Jerez-Xérès-Sherry.
The Drinks Business Awards recognise the people and brands pushing the boundaries of innovation, including those working hard behind the scenes. The judging panel brings together some of the most dynamic voices in the industry today, making this recognition even more meaningful.
It also made for a very un-British acceptance moment.
Chelsea Anthon collected the award with César Saldaña, President of the Sherry Wine Council, and did not quite manage the calm, gracious nod she had pictured.
“Winning floored me! I couldn’t help but scream. Hearing our name called while standing next to César made the moment even more special.”
It’s moments like this that make us incredibly proud of our team and more fired up than ever to keep championing the wonderful world of Sherry.
Chelsea Co. won Best Trade Campaign at The Drinks Business Awards, held at London Wine Fair, for The Sherry Shift, our 2025 campaign for D.O. Jerez-Xérès-Sherry.
The Drinks Business Awards recognise the people and brands pushing the boundaries of innovation, including those working hard behind the scenes. The judging panel brings together some of the most dynamic voices in the industry today, making this recognition even more meaningful.
It also made for a very un-British acceptance moment.
Chelsea Anthon collected the award with César Saldaña, President of the Sherry Wine Council, and did not quite manage the calm, gracious nod she had pictured.
“Winning floored me! I couldn’t help but scream. Hearing our name called while standing next to César made the moment even more special.”
It’s moments like this that make us incredibly proud of our team and more fired up than ever to keep championing the wonderful world of Sherry.
Chelsea Co. won Best Trade Campaign at The Drinks Business Awards, held at London Wine Fair, for The Sherry Shift, our 2025 campaign for D.O. Jerez-Xérès-Sherry.
The Drinks Business Awards recognise the people and brands pushing the boundaries of innovation, including those working hard behind the scenes. The judging panel brings together some of the most dynamic voices in the industry today, making this recognition even more meaningful.
It also made for a very un-British acceptance moment.
Chelsea Anthon collected the award with César Saldaña, President of the Sherry Wine Council, and did not quite manage the calm, gracious nod she had pictured.
“Winning floored me! I couldn’t help but scream. Hearing our name called while standing next to César made the moment even more special.”
A category ready for its comeback
Sherry has spent too long boxed into Christmas, dusted off for emergencies or filed under “things your nan drinks.” We saw something else: depth, versatility, commercial value and a story that deserved to be told differently.
That thinking became The Sherry Shift, a campaign designed to put sherry back on tables, in stores and in conversation. Not with nostalgia. With education, activation, storytelling and trade relationships that turned interest into action.
A category ready for its comeback
Sherry has spent too long boxed into Christmas, dusted off for emergencies or filed under “things your nan drinks.” We saw something else: depth, versatility, commercial value and a story that deserved to be told differently.
That thinking became The Sherry Shift, a campaign designed to put sherry back on tables, in stores and in conversation. Not with nostalgia. With education, activation, storytelling and trade relationships that turned interest into action.
A category ready for its comeback
Sherry has spent too long boxed into Christmas, dusted off for emergencies or filed under “things your nan drinks.” We saw something else: depth, versatility, commercial value and a story that deserved to be told differently.
That thinking became The Sherry Shift, a campaign designed to put sherry back on tables, in stores and in conversation. Not with nostalgia. With education, activation, storytelling and trade relationships that turned interest into action.
Shifting perceptions
The appetite was already there. It just needed somewhere to go.
In total, 1,846 UK Sherry Week events took place, up 123% year on year. More than 100 independent wine merchants took part, a 74% increase, supported by tastings, POS, staff training, digital toolkits and a national incentive to win a trade trip to Jerez.
The campaign also introduced Sherry Sunset, a simple, sunny serve of Cream Sherry over ice with fresh orange, created to pull sherry out of its winter corner. Booths rolled it out across 27 stores, delivering a 30% uplift in Cream Sherry sales.
Then came the Sherry Supper Clubs, bringing buyers, sommeliers, journalists and independents around the table with chefs including Ravinder Bhogal, José Pizarro, Ping Coombes and Ben Lippett.
Good food. Good wine. Good people. Often, that is where perception really starts to shift. In a UK market where fortified wine sales were falling, sherry grew by 7.4% from 2024 to 2025. Proving sherry was never the problem. Perception was.
Shifting perceptions
The appetite was already there. It just needed somewhere to go.
In total, 1,846 UK Sherry Week events took place, up 123% year on year. More than 100 independent wine merchants took part, a 74% increase, supported by tastings, POS, staff training, digital toolkits and a national incentive to win a trade trip to Jerez.
The campaign also introduced Sherry Sunset, a simple, sunny serve of Cream Sherry over ice with fresh orange, created to pull sherry out of its winter corner. Booths rolled it out across 27 stores, delivering a 30% uplift in Cream Sherry sales.
Then came the Sherry Supper Clubs, bringing buyers, sommeliers, journalists and independents around the table with chefs including Ravinder Bhogal, José Pizarro, Ping Coombes and Ben Lippett.
Good food. Good wine. Good people. Often, that is where perception really starts to shift. In a UK market where fortified wine sales were falling, sherry grew by 7.4% from 2024 to 2025. Proving sherry was never the problem. Perception was.
Shifting perceptions
The appetite was already there. It just needed somewhere to go.
In total, 1,846 UK Sherry Week events took place, up 123% year on year. More than 100 independent wine merchants took part, a 74% increase, supported by tastings, POS, staff training, digital toolkits and a national incentive to win a trade trip to Jerez.
The campaign also introduced Sherry Sunset, a simple, sunny serve of Cream Sherry over ice with fresh orange, created to pull sherry out of its winter corner. Booths rolled it out across 27 stores, delivering a 30% uplift in Cream Sherry sales.
Then came the Sherry Supper Clubs, bringing buyers, sommeliers, journalists and independents around the table with chefs including Ravinder Bhogal, José Pizarro, Ping Coombes and Ben Lippett.
Good food. Good wine. Good people. Often, that is where perception really starts to shift. In a UK market where fortified wine sales were falling, sherry grew by 7.4% from 2024 to 2025. Proving sherry was never the problem. Perception was.
Our long-standing love affair with Jerez
For Chelsea Co., this win means more than another award on the shelf. Our relationship with Jerez runs deep. The wines, the bodegas, the people and the culture have shaped much of who we are as an agency. To see that work recognised by the drinks industry feels particularly special.
A huge thank you to the Sherry Wine Council for their trust, to César Saldaña for championing the category with such conviction, and to everyone in the trade who helped make the shift happen.
Our long-standing love affair with Jerez
For Chelsea Co., this win means more than another award on the shelf. Our relationship with Jerez runs deep. The wines, the bodegas, the people and the culture have shaped much of who we are as an agency. To see that work recognised by the drinks industry feels particularly special.
A huge thank you to the Sherry Wine Council for their trust, to César Saldaña for championing the category with such conviction, and to everyone in the trade who helped make the shift happen.
Our long-standing love affair with Jerez
For Chelsea Co., this win means more than another award on the shelf. Our relationship with Jerez runs deep. The wines, the bodegas, the people and the culture have shaped much of who we are as an agency. To see that work recognised by the drinks industry feels particularly special.
A huge thank you to the Sherry Wine Council for their trust, to César Saldaña for championing the category with such conviction, and to everyone in the trade who helped make the shift happen.
One for the team
This award belongs to the brilliant people behind the campaign, the many collaborators who helped bring The Sherry Shift to life – and to the people across the trade who helped make the shift real.
Sherry is back in UK wine culture because the trade got behind it. Strategy helped. Storytelling helped. Education helped. But so did the oldest trick in the book: getting good people around a table with good food and a very good glass of wine.
We’ll raise a copa to that.
Watch Chelseas’ “most unBritish” way of accepting the award here.
One for the team
This award belongs to the brilliant people behind the campaign, the many collaborators who helped bring The Sherry Shift to life – and to the people across the trade who helped make the shift real.
Sherry is back in UK wine culture because the trade got behind it. Strategy helped. Storytelling helped. Education helped. But so did the oldest trick in the book: getting good people around a table with good food and a very good glass of wine.
We’ll raise a copa to that.
Watch Chelseas’ “most unBritish” way of accepting the award here.
One for the team
This award belongs to the brilliant people behind the campaign, the many collaborators who helped bring The Sherry Shift to life – and to the people across the trade who helped make the shift real.
Sherry is back in UK wine culture because the trade got behind it. Strategy helped. Storytelling helped. Education helped. But so did the oldest trick in the book: getting good people around a table with good food and a very good glass of wine.
We’ll raise a copa to that.
Watch Chelseas’ “most unBritish” way of accepting the award here.
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