Sherry has been tipped to be the nation’s next favourite beverage, as sales of the drink have risen 41%.
The drink is no longer just collecting dust in the cupboards of older relatives, only to be brought out when the Queen makes her speech at Christmas; it is hot on the heels of craft gins and artisan ales and is making a comeback.
New figures from Majestic Wines show the drink’s surge in popularity over the last year, driven in demand from the hipster generation for ‘dry, more elegant styles’.
Despite overall sales falling in recent years – down half between 2005 and 2015 – the wine retailer has released figures to show sales of the fortified wine in the year to date up 41%.
Sherry shoppers have almost doubled in the past year, with bottles on the premium end showing the most growth with budding connoisseurs.
London is helping to fuel this growth further, with various on-trend entrepreneurs starting sherry-inspired ventures to capitalise on the tipple.
The team behind White Lyan and Dandylan have just opened a new bar in Hoxton called Cub which stocks old bottles of fino sherry, while in Soho, Barrafina is luring in millennials with a menu of eight sherries to complement modern tapas dishes.
According to the IWSR, sales of premium sherry look set to rise 18% by 2021, helped by the boom in premium Spanish restaurants alongside the interest from the younger audience.