Sherry Week 2020
Every year, Sherry Week brings together the worldwide Sherry community; its message was more important than ever in 2020, even if conveyed virtually, rather than in person.
In these unprecedented times, since many aficionados cannot visit bars or restaurants, we needed to deliver the passion and knowledge of industry professionals to people’s homes, with online events from tastings to cooking classes, available to everyone through the web and/or on Social Media.
In addition to an array of online tastings, on 4 November 2020, a series of five events took place across four continents (in five different time zones), watched by a captivated virtual audience, in addition to those lucky enough to attend in person, under one banner: the 24-Hour Sherry Pairing World Dinner Party in Melbourne, Shanghai, London, Jerez, and Washington DC.
During each event, Sherry producers offered explanations about the chosen Sherries live from their bodegas in Spain.
First in Melbourne Australia, home town of Spain-based Sherry Week founder and Chelsea & Co. CEO Chelsea Anthon together with importer Scott Wasley kicked off the party with an online webinar based around the Palomino grape with special guest Peter Sisseck connecting live from Spain. Next was Shanghai, hosted by Sherry Educator Monica Xhou, with 10 guests. Each dinner guest selected one local speciality, such as crispy pigeon or hairy crab, and then introduced its paired Sherry, explaining how the wine and food complemented each other. Promotions Director of D.O. Jerez-Xérès-Sherry, Carmen Aumesquet, joined live from Spain, and had the unenviable task of selecting the winner. She chose them all!
Then the action moved to Europe: in London, Camino dream team Nacho del Campo and founder Richard Biggs led an online cooking masterclass and Sherry tasting, with participants following along at home to braise their delicious Iberico lamb with pardina lentils (with ingredients provided by the restaurant), whilst tasting six different styles of Sherry. Not long after, in Spain, the Sherry Wine Council’s Gastronomy Ambassador Pepe Ferrer and his guests conducted a live tasting direct from Jerez, consisting of five sherries paired with 12 different artesanal products from Cadiz province including goat’s cheese, mojama (dried tuna) and sweet pastries.
To round off, in Washington D.C. (election night!), Estadio Restaurant treated guests at home to a guided cooking workshop for a three-course dinner paired with Sherry wines, led by Sherry Educator Chantal Tseng. This event was extremely well-received, with a high level interaction, and many participants were surprised to find how versatile Sherry is in pairing with food, and asking when it could be repeated.
In total, 1,135 events were registered on sherryweek.wine, with hundreds more taking place in 32 countries, from Argentina to the USA, via Estonia, Malaysia and Peru.
Social media was inundated with stories, posts, quizzes and live events, with over 20 million total potential impacts between Twitter and Instagram, and nearly 11,000 likes recorded on posts with the #Sherryweek hashtag (Source: Tweetbinder).
Just under 1,000 wine professionals, students and aficionados participated in the live activities, with more than 17,000 views of the video content since going live.