Sherry is becoming a thing again

Previously only seen in black and white films, Sherry is now a star in the craft cocktail scene.

Previously only seen in black and white films, Sherry is once again a topic. Fortified wine from Spain's Jerez region is experiencing a renaissance in North America, particularly among younger consumers and wine lovers. This resurgence is changing the perception of sherry and driving the growth of the market.

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The traditional image of sherry as a drink for older generations is changing rapidly. Young people in the US are increasingly loving sherry and consumption is increasing. This change is particularly evident in the hospitality sector, where the popularity of sherry is increasing alongside the increasing number of tapas bars and the improved knowledge of sommeliers and restaurateurs.

The sherry wine market is showing promising signs of growth. Forecasts assume a growth rate of 10.2% from 2025 to 2030. This growth is attributed to several factors, including the increasing popularity of sherry as an accompaniment to meals and its perceived health benefits.

While sweet sherries have long dominated the U.S. market, there is growing interest in dry varieties among younger consumers. This trend is part of a broader shift in consumer behavior where drinkers are becoming more adventurous and seeking diverse flavor profiles. The move towards dry sherries is seen as a positive development for the category's long-term prospects.

Sherry's versatility in food pairing attracts the attention of sommeliers and foodies. Additionally, with the continued rise of craft drinks, Sherry has become a rising star in the cocktail scene, introducing it to a new audience of mixology enthusiasts.

The perceived health benefits of sherry are also on everyone's lips as Generation Z and younger Millennials switch to less harmful products. This gave rise to the California Sober movement. Sherry contains antioxidants called polyphenols, which can help control cholesterol levels. Polyphenols may prevent low-density lipoprotein (LDL) oxidation, which is linked to heart disease. Sherry may also increase the body's production of high-density lipoprotein cholesterol (HDL), which is linked to longevity and a reduced risk of coronary heart disease.

If you want to try sherry, here are some tips. The right type depends on the variety: dry sherries like Fino and Manzanilla should be served chilled in a small glass, while sweeter sherries like Pedro Ximénez can be enjoyed at room temperature or slightly warmed;Generally, a white wine glass is preferred to fully showcase the flavors. Sherry is best served with food, particularly tapas for drier dishes and richer dishes for sweeter dishes.

Chef Justin Khanna has worked in some of the world's top restaurants and keeps an eye on the trends being shared: “Enjoying a well-made sherry with a meal feels like spending time with the most interesting person at a party .” Its versatility also makes it a standout ingredient in a cocktail, as part of a wine pairing in a tasting menu, or simply enjoyed over ice at the start of a meal. It’s high time for sherry to gain popularity, especially without the high price tag of other spirits.”