From niche to necessary: Sherry’s role in the premium wine conversation

As International Sherry Week rolls around this November, it’s time to give this iconic Spanish wine the spotlight it deserves.

For too long, it’s been hiding in the shadows, tucked at the end of the wine list, or worse, whispered about like a guilty pleasure. But sherry is no wallflower. It’s bold, complex, and endlessly versatile. For restaurants, bars, and independent wine merchants, this is the moment to put sherry front and centre and proudly show off the remarkable producers leading its modern revival, Ximénez-Spínola and Equipo Navazos.

Ximénez-Spínola: Freshness, finesse, and the PX revolution

Pedro Ximénez sherries often carry the reputation of being rich, sticky, and best reserved for Christmas pudding. Ximénez-Spínola would like to have a word! This boutique, still family-owned bodega, is fiercely dedicated to the Pedro Ximénez grape, and has redefined what PX can be—lighter, fresher, and astonishingly food-friendly.

We recently had the pleasure of experiencing a fantastic tasting menu at Clarette in London, where Ximénez-Spínola’s PX bottlings proved just how adaptable they can be. The menu danced from creamy stracciatella to steamed cod in a curried sauce, through a chocolate moelleux and a selection of cheeses, and Ximénez-Spínola’s wines matched every course with poise and energy. Their hallmark freshness lifted each pairing, showing that PX isn’t just for dessert; it’s a partner for an entire meal.

It’s this versatility that makes Ximénez-Spínola so valuable to the on-trade. For sommeliers curating lists that tell a story, these wines provide elegance, history, and a touch of surprise. They give diners a reason to ask questions, taste something new, and fall a little bit in love with sherry all over again.

Equipo Navazos: The cult classic with serious credibility

If Ximénez-Spínola is the charming conversationalist, Equipo Navazos is the enigmatic explorer. Founded by a small group of sherry obsessives in the early 2000s, Equipo Navazos began as a passion project to unearth extraordinary but overlooked soleras hidden in the cellars of Jerez. Their “La Bota” series, each release numbered and eagerly anticipated, has become a cult phenomenon among sommeliers and collectors alike.

These aren’t mass-produced sherries; they’re small-batch expressions of individuality and place. Each La Bota bottling is a snapshot—a Fino from one legendary cask, a Manzanilla from another—all showing the wild diversity and ageing potential that sherry can achieve. It’s no wonder that these wines proudly appear on the lists of restaurants such as Dinner by Heston Blumenthal, Trinity, and Sabor, where wine programs celebrate nuance and narrative.

For the on-trade, Equipo Navazos offers a ready-made story: rarity, craft, and an obsessive dedication to detail. For independent merchants, these bottlings bring an air of exclusivity that speaks directly to today’s curious, experience-driven consumer.

Bringing sherry to the front of the stage

Here’s the thing: sherry hates being shy. If it’s stuck at the end of the wine list, diners might never meet it. Treat it like the star it is. Give it a dedicated section, label it proudly, and tell its story “Equipo Navazos, La Bota de Amontillado No.117: deep, nutty, saline and heartbreakingly complex” instantly invites intrigue.

Staff buy-in is key, too. Train your team to present sherry with enthusiasm; this isn’t just a wine, it’s a personality! Encourage tasting flights, aperitif recommendations, or a cheeky sherry cocktail. The more confident the team, the more likely diners are to explore.

Independent merchants can also champion sherry’s comeback by building context with tasting notes, pairing tips, or highlighting certain key producers as benchmarks for quality. Once customers see sherry as part of the premium wine conversation, not a dusty curiosity, there’s no going back.

Sherry is moving from niche to necessary, now is the time to act. For the on-trade, add sherry to your list as a story-driven standout, aid upselling with confidence, and delight your guests! For merchants, highlight sherry as a premium category, and connect your customers with wines that balance heritage and innovation. And for the drinker, it’s an invitation to explore a category bursting with character and charm.

Get ready for International Sherry Week…

This International Sherry Week, raise a glass to all sherry enthusiasts, and join the growing movement to put sherry exactly where it belongs—not at the end of the list, but right at the heart of it.

With momentum building, the perfect moment to celebrate sherry is just ahead: get ready and place your orders ahead of International Sherry Week, 3-9 November!

Explore the full range of wines from Bodegas Ximénez Spínola and Equipo Navazos.