Repositioning a Wine Category in the UK
Trade-First Strategy
Services
National Marketing Campaign, Key Graphics, Social Media Strategy, Photography, Influencer outreach, Off-Trade Marketing, PR
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Background
Sherry Wines wanted to shake off its dusty image and win over modern drinkers. Chelsea Co. reignited national interest with a year-long, food-first strategy: supper clubs, trade activations, in-store tastings, and irresistible storytelling that built real appetite. By the time Sherry Week arrived, the UK was ready. Sales increased by 7.4% from 2024 to 2025, clear evidence that the strategy didn’t just generate buzz, it drove measurable growth.
Sherry had a perception problem. In the UK it was seen as old-fashioned, seasonal and wrapped in nostalgia. We partnered with D.O. Jerez-Xérès-Sherry to reposition Sherry as a modern, food-first wine for curious UK drinkers, especially younger audiences. To prove it belongs at the table all year.
We reached UK wine drinkers with a full 360 experience that connected online and offline. This included off-trade activations in premium grocers like Waitrose and Booths, support across hundreds of independent wine shops, and a series of convivial Supper Clubs featuring inventive sherry-pairing menus.
By the end of 2025, Sherry had firmly re-entered UK wine culture. Attitudes shifted. Younger drinkers became curious, open and ready to buy. A wine long dismissed as a “grandma’s drink” now felt adventurous and cool. Sales rose by 7.4% from 2024-2025, coverage grew, and a new wave of British drinkers discovered how well this Spanish classic works with food.
A record-breaking year and genuine reset for the category.
Background
Sherry Wines wanted to shake off its dusty image and win over modern drinkers. Chelsea Co. reignited national interest with a year-long, food-first strategy: supper clubs, trade activations, in-store tastings, and irresistible storytelling that built real appetite. By the time Sherry Week arrived, the UK was ready. Sales increased by 7.4% from 2024 to 2025, clear evidence that the strategy didn’t just generate buzz, it drove measurable growth.
Sherry had a perception problem. In the UK it was seen as old-fashioned, seasonal and wrapped in nostalgia. We partnered with D.O. Jerez-Xérès-Sherry to reposition Sherry as a modern, food-first wine for curious UK drinkers, especially younger audiences. To prove it belongs at the table all year.
We reached UK wine drinkers with a full 360 experience that connected online and offline. This included off-trade activations in premium grocers like Waitrose and Booths, support across hundreds of independent wine shops, and a series of convivial Supper Clubs featuring inventive sherry-pairing menus.
By the end of 2025, Sherry had firmly re-entered UK wine culture. Attitudes shifted. Younger drinkers became curious, open and ready to buy. A wine long dismissed as a “grandma’s drink” now felt adventurous and cool. Sales rose by 7.4% from 2024-2025, coverage grew, and a new wave of British drinkers discovered how well this Spanish classic works with food.
A record-breaking year and genuine reset for the category.
Background
Sherry Wines wanted to shake off its dusty image and win over modern drinkers. Chelsea Co. reignited national interest with a year-long, food-first strategy: supper clubs, trade activations, in-store tastings, and irresistible storytelling that built real appetite. By the time Sherry Week arrived, the UK was ready. Sales increased by 7.4% from 2024 to 2025, clear evidence that the strategy didn’t just generate buzz, it drove measurable growth.
Sherry had a perception problem. In the UK it was seen as old-fashioned, seasonal and wrapped in nostalgia. We partnered with D.O. Jerez-Xérès-Sherry to reposition Sherry as a modern, food-first wine for curious UK drinkers, especially younger audiences. To prove it belongs at the table all year.
We reached UK wine drinkers with a full 360 experience that connected online and offline. This included off-trade activations in premium grocers like Waitrose and Booths, support across hundreds of independent wine shops, and a series of convivial Supper Clubs featuring inventive sherry-pairing menus.
By the end of 2025, Sherry had firmly re-entered UK wine culture. Attitudes shifted. Younger drinkers became curious, open and ready to buy. A wine long dismissed as a “grandma’s drink” now felt adventurous and cool. Sales rose by 7.4% from 2024-2025, coverage grew, and a new wave of British drinkers discovered how well this Spanish classic works with food.
A record-breaking year and genuine reset for the category.
A Gastronomy Renaissance
Gastronomy sits at the heart of the Consejo’s communications. Our strategy reflected that:
Trade & retail activation: put Sherry back in view in key stores and wine merchants.
Experiential Supper Clubs: show Sherry’s range alongside serious cooking.
Digital amplification: fill social feeds with fresh Sherry stories, from Reels to editorial.
Sherry Supper Clubs
In 2025, three one-night Supper Clubs became the beating heart of the campaign:
Jikoni, London: Ravinder Bhogal paired borderless flavours to demonstrate how well Sherry stands up to spice and aromatics.
Bar 44, Bristol: Sherry educator Owen Morgan joined MasterChef winner Ping Coombes for a Malaysian–Spanish feast that reframed Sherry as a global pairing wine.
Lolo, London: José Pizarro and rising star Ben Lippett reimagined modern tapas using the full Sherry spectrum. Media, sommeliers, buyers and influencers filled the room.
A Gastronomy Renaissance
Gastronomy sits at the heart of the Consejo’s communications. Our strategy reflected that:
Trade & retail activation: put Sherry back in view in key stores and wine merchants.
Experiential Supper Clubs: show Sherry’s range alongside serious cooking.
Digital amplification: fill social feeds with fresh Sherry stories, from Reels to editorial.
Sherry Supper Clubs
In 2025, three one-night Supper Clubs became the beating heart of the campaign:
Jikoni, London: Ravinder Bhogal paired borderless flavours to demonstrate how well Sherry stands up to spice and aromatics.
Bar 44, Bristol: Sherry educator Owen Morgan joined MasterChef winner Ping Coombes for a Malaysian–Spanish feast that reframed Sherry as a global pairing wine.
Lolo, London: José Pizarro and rising star Ben Lippett reimagined modern tapas using the full Sherry spectrum. Media, sommeliers, buyers and influencers filled the room.
A Gastronomy Renaissance
Gastronomy sits at the heart of the Consejo’s communications. Our strategy reflected that:
Trade & retail activation: put Sherry back in view in key stores and wine merchants.
Experiential Supper Clubs: show Sherry’s range alongside serious cooking.
Digital amplification: fill social feeds with fresh Sherry stories, from Reels to editorial.
Sherry Supper Clubs
In 2025, three one-night Supper Clubs became the beating heart of the campaign:
Jikoni, London: Ravinder Bhogal paired borderless flavours to demonstrate how well Sherry stands up to spice and aromatics.
Bar 44, Bristol: Sherry educator Owen Morgan joined MasterChef winner Ping Coombes for a Malaysian–Spanish feast that reframed Sherry as a global pairing wine.
Lolo, London: José Pizarro and rising star Ben Lippett reimagined modern tapas using the full Sherry spectrum. Media, sommeliers, buyers and influencers filled the room.
A Category Revolution
The impact was also record-breaking. Sherry Week alone saw 4,209 events globally, with 1,846 in the UK, up 123% year on year. Sherry gained unprecedented visibility in key retailers, from window displays to national editorial. Partners reported double-digit sales growth.
Majestic and independent merchants saw strong conversions from tastings. Majestic sales showed a 171% uplift during the week of Sherry Week versus the average weekly sales. Waitrose amplified the momentum with its Oxford Street window and extended coverage.
Media support was loud. The Drinks Business described Sherry as “a quiet revolution,” while The Guardian and BBC Food praised its versatility. Henry Jeffreys called the Jikoni dinner “a resounding success,” and Fiona Beckett urged readers to revisit Sherry. London sommeliers added new Sherries to their lists.
Online, #SherryWeek reached 6.2 million people and generated 20,000+ interactions. Supper Club Reels drew tens of thousands of views, and user-generated posts surged as consumers shared their own pairings at home.
Surveys showed real perception change, especially among younger drinkers. Retailer Graeme Brandham (Lea & Sandeman) said tastings “flipped” preconceptions, while César Saldaña called the year “record-breaking in every respect.”
A Category Revolution
The impact was also record-breaking. Sherry Week alone saw 4,209 events globally, with 1,846 in the UK, up 123% year on year. Sherry gained unprecedented visibility in key retailers, from window displays to national editorial. Partners reported double-digit sales growth.
Majestic and independent merchants saw strong conversions from tastings. Majestic sales showed a 171% uplift during the week of Sherry Week versus the average weekly sales. Waitrose amplified the momentum with its Oxford Street window and extended coverage.
Media support was loud. The Drinks Business described Sherry as “a quiet revolution,” while The Guardian and BBC Food praised its versatility. Henry Jeffreys called the Jikoni dinner “a resounding success,” and Fiona Beckett urged readers to revisit Sherry. London sommeliers added new Sherries to their lists.
Online, #SherryWeek reached 6.2 million people and generated 20,000+ interactions. Supper Club Reels drew tens of thousands of views, and user-generated posts surged as consumers shared their own pairings at home.
Surveys showed real perception change, especially among younger drinkers. Retailer Graeme Brandham (Lea & Sandeman) said tastings “flipped” preconceptions, while César Saldaña called the year “record-breaking in every respect.”
A Category Revolution
The impact was also record-breaking. Sherry Week alone saw 4,209 events globally, with 1,846 in the UK, up 123% year on year. Sherry gained unprecedented visibility in key retailers, from window displays to national editorial. Partners reported double-digit sales growth.
Majestic and independent merchants saw strong conversions from tastings. Majestic sales showed a 171% uplift during the week of Sherry Week versus the average weekly sales. Waitrose amplified the momentum with its Oxford Street window and extended coverage.
Media support was loud. The Drinks Business described Sherry as “a quiet revolution,” while The Guardian and BBC Food praised its versatility. Henry Jeffreys called the Jikoni dinner “a resounding success,” and Fiona Beckett urged readers to revisit Sherry. London sommeliers added new Sherries to their lists.
Online, #SherryWeek reached 6.2 million people and generated 20,000+ interactions. Supper Club Reels drew tens of thousands of views, and user-generated posts surged as consumers shared their own pairings at home.
Surveys showed real perception change, especially among younger drinkers. Retailer Graeme Brandham (Lea & Sandeman) said tastings “flipped” preconceptions, while César Saldaña called the year “record-breaking in every respect.”
And then Sherry Week hit the aisles
In 2025, Sherry Week broke more records. We energised the UK trade through nationwide activity with major retailers and independents. Majestic Wine (214 stores), Morrisons (259), John Lewis, Waitrose, Laithwaites and more than 100 independents joined the revival.
Sherry took centre stage in promotions, displays and tastings that stopped people in their tracks. Waitrose went further still: a dedicated Oxford Street window and an eight-page Sherry feature in its Weekend magazine (415k circulation). Shops received clear, well-designed POS from shelf talkers to pairing guides.
Training mattered. César Saldaña, President of the Consejo, led national Sherry training for Majestic staff, while educators hosted sold-out pairing events at Booths in the North of England. Retail teams felt confident, and tastings helped overturn long-held assumptions.
Targeted influencer support extended the in-store momentum. Local wine influencers and Sherry specialists visited selected events, shared live posts and encouraged their audiences to drop in.
And then Sherry Week hit the aisles
In 2025, Sherry Week broke more records. We energised the UK trade through nationwide activity with major retailers and independents. Majestic Wine (214 stores), Morrisons (259), John Lewis, Waitrose, Laithwaites and more than 100 independents joined the revival.
Sherry took centre stage in promotions, displays and tastings that stopped people in their tracks. Waitrose went further still: a dedicated Oxford Street window and an eight-page Sherry feature in its Weekend magazine (415k circulation). Shops received clear, well-designed POS from shelf talkers to pairing guides.
Training mattered. César Saldaña, President of the Consejo, led national Sherry training for Majestic staff, while educators hosted sold-out pairing events at Booths in the North of England. Retail teams felt confident, and tastings helped overturn long-held assumptions.
Targeted influencer support extended the in-store momentum. Local wine influencers and Sherry specialists visited selected events, shared live posts and encouraged their audiences to drop in.
And then Sherry Week hit the aisles
In 2025, Sherry Week broke more records. We energised the UK trade through nationwide activity with major retailers and independents. Majestic Wine (214 stores), Morrisons (259), John Lewis, Waitrose, Laithwaites and more than 100 independents joined the revival.
Sherry took centre stage in promotions, displays and tastings that stopped people in their tracks. Waitrose went further still: a dedicated Oxford Street window and an eight-page Sherry feature in its Weekend magazine (415k circulation). Shops received clear, well-designed POS from shelf talkers to pairing guides.
Training mattered. César Saldaña, President of the Consejo, led national Sherry training for Majestic staff, while educators hosted sold-out pairing events at Booths in the North of England. Retail teams felt confident, and tastings helped overturn long-held assumptions.
Targeted influencer support extended the in-store momentum. Local wine influencers and Sherry specialists visited selected events, shared live posts and encouraged their audiences to drop in.
Plates, Pairings, Posts
What happened in the room didn’t stay there. Our behind-the-scenes content team captured kitchen sizzle, plated dishes, clinking glasses, and first-sip reactions. Reels and vibrant carousels showcased chef soundbites, culinary hacks and “a-ha” moments. The #SherrySupperClub hashtag gained traction across food and wine circles, drawing in new audiences and creating genuine Sherry FOMO. The energy travelled fast, and far.
Plates, Pairings, Posts
What happened in the room didn’t stay there. Our behind-the-scenes content team captured kitchen sizzle, plated dishes, clinking glasses, and first-sip reactions. Reels and vibrant carousels showcased chef soundbites, culinary hacks and “a-ha” moments. The #SherrySupperClub hashtag gained traction across food and wine circles, drawing in new audiences and creating genuine Sherry FOMO. The energy travelled fast, and far.
Plates, Pairings, Posts
What happened in the room didn’t stay there. Our behind-the-scenes content team captured kitchen sizzle, plated dishes, clinking glasses, and first-sip reactions. Reels and vibrant carousels showcased chef soundbites, culinary hacks and “a-ha” moments. The #SherrySupperClub hashtag gained traction across food and wine circles, drawing in new audiences and creating genuine Sherry FOMO. The energy travelled fast, and far.
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