Revival of sherry: Will sherry become just as popular as the Dutch genever or gin?


Last Monday the Dutch sherry campaign was presented in ‘De Rotterdamse Markthal’. Importers, retailers, restaurant owners, sommeliers and trainers were all invited. Marketing agency Alterego developed an interactive platform at which they share information and inspiration and give education. You will find many tips at the platform but also ‘create your own Shapa’, ‘create cocktails with sherry’ or ‘create a dish with sherry’. The purpose of this presentation was to let the Dutch people rediscover sherry, just like the Dutch people rediscovered gin and genever. A revival of sherry? I always loved a real dry sherry and realised that I haven’t been drinking it for years! ^Marjolein

Revival of sherry and other traditional drinks

Recently we did an interview with Sebastian Kolstee from Kever Genever and it is almost two years since ‘Mossels and Gin’ opened its doors as a mussel- and gin restaurant. The consumer prefers tradition, craft and quality and we spot more spirits lately who are involved in a revival. Sherry is the next on this list: “Sherry has everything to seduce the Dutch consumer” says Yuri Pieplenbosch of marketing agency Alterego. “The drink has history, is made artisanal, and has an attractive price-quality ratio.”

Tips and tricks voor sherry

The possibilities with sherry are endless. Mixing, food-pairing, making cocktails, everything is possible. Despite the versatility of the drink, the product does need some explanation and that is why Alterego developed the interactive platform on behalf of ‘Conseju Regulador’. The platform offers information, education and inspiration about sherry. Everyone can access the platform in order to give sherry a boost in the Netherlands. Tips and tricks can be found on the website as well as food-pairing recipes, cocktail examples, educative materials and presentation. If you create a shapa or a cocktail with sherry, you can share it through the social media with #sherrylover.


Sherry is a fortified wine made from white grapes that are grown near the town of Jerez de la Frontera in Andalusia, Spain. Sherry is produced in a variety of styles made primarily from the Palomino grape, ranging from light versions similar to white table wines, such as Manzanilla and Fino, to darker and heavier versions that have been allowed to oxidise as they age in barrel, such as Amontillado and Oloroso. Spanish producers have registered the names Jerez / Xérès / Sherry.

Website: Sherry

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