Bigger than ever, with over 2,500 registered events in 30 countries. Undoubtedly the largest global celebration to showcase Sherry wines, International Sherry Week has for a fourth year established itself as the most important annual event in the wine world, with thousands of events taking place from Norway to Brazil, and Taiwan to Colombia.

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2 0 1 7 S U M M A R Y
30 Countries
SPAIN
1045
15% more than 2016
UNITED KINGDOM
669
Double than 2016
JAPAN
287
24% more than 2016
USA
158
40% less than 2016
THE NETHERLANDS
47
20% less than 2016
GERMANY
45
11% more than 2016

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ECUADOR
HUNGRY
SOUTH KOREA
New Markets

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BRAZIL 34
CHINA 5
MEXICO 18
TAIWAN 62
Emerging Markets
Promoted by Sherry Educators

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Events
It is estimated that at least 300 more events
took place that were not registered on the site
based on promotions seen on social media.
2561
Daily registered events
65%
Gastronomy
23%
Retail promotions
17%
Sherry Cocktails

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Hashtags
#sherryweek
#internationalsherryweek
#sherryTT
#sherryweekblog
#sherryweekmx
#sherryweekbrasil
45,507,996
Potencial impacts
Twitter, Facebook,
Instagram
15,000 +
Posts
108,938
Likes
Instagram
Twitter

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Marketed in:
Facebook and Instagram
Target Audience:
Foodies, Sherrylovers
Call to Action:
Find events
Video Promotion
Video
https://www.youtube.com/watch?v=m7WRsktFXDY
61,471
Visual impacts

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Comparrison 2016 – 2017
210000
215000
220000
225000
230000
235000
240000
245000
250000
2016 2017
ISW Page Visits
75000
80000
85000
90000
95000
100000
2016 2017
Sesiones

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Hosted by SherryNotes
Sherry
Twitter Tasting
Fuente: Tweetbinder
Trending
Recognised as a leading
Trending Topic in SPain!!!!!!
Gerard Basset , Francois Chartier ,
Gianluca Di Taranto , Meritxell
Flagueras
1000 +
Tweets in 1 hour
6 million
Potential impact
• Gerard Basset
• Francois Chartier
• Gianluca Di Taranto
• Meritxell Flagueras
4
World renown sommeliers
15
International bloggers

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COMPETITION – RESTAURANTS
Design a Sherry Pairing menu and win a place in the
Sherry Educator Course 2018.

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The Challenge: The challenge: Restaurants had to
design a pairing menu showcasing at least three Sherry
wines, themed around “If it swims...If it flies… If it runs”.
The prize: The prize: two places on the Sherry Educator
course in Jerez, plus accommodation and flights.
65% of events this year were pairing
dinners
The winner: The winner: Ambiente Tapas, York/Leeds,
UK, for an outstanding, innovative six-course menu with
excellent promotion including intense Social Media
activity, which featured professional photography of each
dish, inspiring other gastronomic venues.
The Results

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Pair your Sherry & win dinner for two at El Celler de Can
Roca
Blogger Contest:
The challenge: Twenty finalists had to create their own dish using local
ingredients to pair with a Sherry.
The prize: dinner for two at twice-ranked No.1 restaurant in the world –
El Celler de Can Roca in Girona, Spain; Josep Roca is one of the
judges.
20 Finalists: Have a combined following of more than 200,000 on their
blogs and social media accounts
Countries represented: Canada, Spain, UK, USA, Japan, Denmark,
Netherlands, Germany, Poland.

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The winner: Turkish winemaker and blogger Nesli
Neslihan Ivit of Wines of Nesli, currently based in
Canada.
The judges were impressed with her use of local
ingredients. As Nedret puts it:
“This pairing is an unexpected union of
two continents and two different climates
on one table. Who would have think the
humid salty air of Sanlúcar de Barrameda
would meet the cold water of Nova
Scotia?”
The Winner

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Last Call to register
your event for
Sherry Week

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Sherry Tables China
The Winner
The award-winning activity named "Sherry Tables" consisted in the
creation of different gastronomic events in different Chinese regions that
showed the great diversity of its cuisine and the versatility of Sherry
Wines.
• In the North, Beijing where the cuisine is tasty and powerful.
• In the South, Dongguan in the Canton province, where the kitchen
respects the original flavor of raw materials.
• In the East, Shanghai, with an elaborate and delicate cuisine.
• And in the west, Changsha in Hunan province, with a cuisine famous
for being the most spicy in all of China.
Each menu included the most typical dishes of its region, paired with
different wines of the Sherry triangle.

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In the UK, the first-ever London Sherry Trail map
featured 49 venues, while in York two Ambiente
Tapas bars teamed up with Pairings Winebar to
create their own ‘Sherry Triangle’, with each
venue serving a special tapas and Sherry pairing.
The fourth Fukuoka Sherry Trail in Japan included
eight different restaurants with each venue
offering a different tapas and Sherry.
In China Sherry Tables, pairing dinners were held
in four different cities on the same day, to
showcase how well Sherry pairs with every type
of regional Chinese cuisine.
Sherry Trails

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Jason Sheldon, Reserve Wines,
Manchester, UK
“During Sherry Week I see customers being adventurous and
open-minded. I’ve converted a few of our casual punters into
avid Sherry drinkers. The demographic of those converts is truly
mixed - from the cool kids of the northern quarter, to the more
experienced drinker, Sherry is starting to make its way in
Manchester again.”

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Sergio Monleon, chef, La Marcha Tapas Bar,
Berkeley, USA
“Our events for this year’s Sherry Week exceeded every
expectation we had. It was amazing to see so many people
come out and participate, learn, but most importantly enjoy
Sherry all week long. We're excited to see the number of
people interested in Sherry grow every year, we already can't
wait for Sherry Week 2018!”

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Paqui Espinosa Navalón, owner Taberna Palo
Cortado, Madrid, España
“In my opinion, events like ISW are key for different kinds of
people to discover these wines. In recent years, initiatives like
this have led to an increase in demand for Sherry Wine, and a
wider offering. The great diversity of these wines shouldn’t be
limited to just one week; their character as competitively-priced
gastronomic wines is a huge advantage. Another important
point for this week is to change the concept of when these
wines are consumed, since outside the Sherry area, they’re
seen as special occasion wines, rather than for every day. The
initiative to have a dedicated Sherry Week to celebrate these
wines around the world is essential to their resurgence, so that
they can achieve the status they deserve.”

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Social Campaign:
Sherry Week around the world

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International Sherry Week is proudly managed by
Chelsea Anthon
Director
ESOES Digital Solutions
chelsea@esoes.co
34 628 831 115