Younger people in the UK are reported to be bringing a renaissance to sherry’s fortune, once consigned by comedians as a drink to offer the vicar at Christmas.
After a slow build-up, drinking Spain’s fortified wine today is trendy.
In the 1970s, sherry was very popular in the UK. Indeed, when Marks & Spencer first began to sell wine 40 years ago it stocked just eight wines, four of which were sherries.
Only ten years ago, four out of 10 bottles of sherry were purchased by people over the age of 65, many of whom preferred sweet sherry such as Croft Original Cream.
But now M & S reports that its sherry sales increased by 33% in the last year, with the majority of customers being under 45.
Crisp, dry sherries are leading the way.
Since 2010, specialist sherry bars have been opening around the country, with 35 dotted in trendy areas of London alone in the past three years. Extensive range of sherry and sherry cocktails are on offer.
That has gone hand in glove with the trend for authentic Spanish cuisine. Spurning the paella and sangria popular with holidaymakers on the Costas, restaurants are featuring regional specialities, accompanied with long sherry menus.
Indeed, one of the most resolute trends in recent years has been the “small plate” phenomenon, fuelled by the tapas concept. Spanish jamon has become so popular in the UK that it was a run-away success recently at Aldi supermarkets there.
