Sherry Week
Award-Winning Global Campaign
Background
Created by Chelsea Co, Sherry Week is the world’s largest celebration of Sherry — uniting thousands of professionals and consumers worldwide to sniff, swirl, and savor this iconic wine.
Some said Sherry was stuck in the past. But it just needed its moment. So we gave it a global movement.
Founded in 2014 by our CEO, Chelsea Anthon, Sherry Week brings thousands of wine lovers together each year through events across bars, restaurants, wine schools and virtual tastings. From food pairings to inventive cocktails and the wildly popular Sherry Rutas, the celebration invites both fans and newcomers to dive into the world of Sherry.
Sherry Week is an integral part of the global strategy to elevate Sherry Wines. Over the past decade, this award-winning, record-breaking movement has shaken up the scene — connecting fans globally through mapped events and shared storytelling. Every year sees a ripple across social media.
Sherry is now viral in Tokyo. Served in Paris pop-ups. Snapped, sipped, and hashtagged from New York to São Paulo — sparking Sherry FOMO worldwide.
Together with D.O. Jerez, we’ve turned tradition into digital swagger. In 2024, we delivered the most successful social media campaign in fortified wine history — 8.5 million organic impressions, 3,048 events, 29 countries, under £5K in paid spend. And an icon was born: Sherry Girl’s two-copa “Sherry Stance” went viral — printed on posters, totes, mats, aprons — and recreated online worldwide.
2025 went bigger, with 4,209 events and the debut of Sherry Cocktail Week and Sherry Supper Clubs. Proof that you can make a centuries-old wine feel modern, magnetic, and impossible to ignore in a digital world.
Award-Winning Impact:
- Drinks Business Award: Best Social Media Campaign 2024 (Commendation)
- International Wine Challenge Merchant Awards Spain: Best Social Media Campaign
- The Drinks International Marketing Challenge: Best Digital & Social Media Campaign
- Drinks Business: Best Social Media Campaign
Client :
D.O. Jerez-Xeres-Sherry
SERVICES :
Design, Art Direction, Website, Social media strategy, Content Strategy, Translation, Photography, Influencer outreach, Online marketing, Virtual Tasting, Experiential Marketing
SOCIAL MEDIA:
Client :
D.O. Jerez-Xeres-Sherry
SERVICES:
Design, Art Direction, Website, Social media strategy, Content Strategy, Translation, Photography, Influencer outreach, Online marketing, Virtual Tasting, Experiential Marketing
SOCIAL MEDIA:
Strategy
Our community-first content strategy enables professionals to engage with international Sherry lovers, share their celebrations, and ignite Sherry’s revival across social media.
We built Sherry Week into a global success by equipping hospitality teams and distributors with free tools via sherryweek.wine. Venues can upload events and Sherry Rutas to our interactive map and unlock toolkits, posters, tasting mats, social assets and promo packs. From literary launches to hidden gems, every event gives people a new reason to talk about Sherry.
Every year, we develop unique artwork and social creatives to keep the campaign fresh and accessible. In close collaboration with wine producers, we design virtual tastings that keep the experience both engaging and educational. From masterclass giveaways to UGC amplification by sommeliers, chefs, and influencers — and the now-iconic “Sherry Girl,” a cultural mascot shared from Tokyo to Toronto — every touchpoint keeps the Sherry conversation alive.
The Digital Journey
The Sherry Week website is critical to the success of the campaign. Participants can register their event to access a library of free marketing materials and free promotion via the official Sherry Wine social media channels, joining a global movement that celebrates Sherry Wines during this annual campaign.
#SherryWeek Stats
- Twelve years. Every year, more buzz.
- 30,000+ events
- 40 countries
- 300+ cities
- 550,000+ participants
- 8.5M organic reach
- 20–40% annual growth
Source: BrandMentions, Google Analytics
A Global Success
“International Sherry Week has become a platform for people to discover more about Sherry, learn about it, find out about new wines and previously undiscovered styles and – most importantly – enjoy it in great company. It gives Sherry enthusiasts (whether they be in the on-trade, an influencer or a consumer) the opportunity to spread the word and bring people together to talk and taste the wine. Congratulations to Chelsea Co. and all involved in this successful initiative.”
Mauricio González-Gordon | Chairman, González Byass S.A.
