More than 50 wine merchants across the country have already signed up to take part in the two-week event, compared to last year when 43 stores took part, according to Sherry Wines UK. This year the festival will run from Monday 13th to Sunday 23 June.
The event, now in its third year, is designed for independent wine merchants who want to increase knowledge about and sales of Sherry.
During the two-week festival consumers nationwide can take part by visiting their local wine merchant; each of the retailers participating in the event can host their own in-store Sherry promotion with activities ranging from free-pour tastings to eye-catching window displays or food matching events.
Participating stores will receive a POS pack containing T-shirts, aprons, ice buckets, plus a range of Sherry guides, postcards and detailed information leaflets to help promote their activity and to “guide consumers through the colourful world of Sherry”, according to Sherry Wines UK.
More information on how to get involved and a list of retailers who have already signed up to take part can be found on an interactive Sherry Festival map, which is live on http://www.sherry.wine/media-trade/news/sherry-festival-2016
The winners of last year’s Sherry Festival were announced earlier this year and the three (Borough Wines in London, Bar 44 in Cardiff and Woodwinters in Edinburgh) will be taken to Jerez latest this year.
Sherry Wines campaign director Angeline Bayly said: “It is evident each year how much Sherry is beloved by wine merchants nationwide and the Sherry Festival gives them a chance to share their appreciation for Sherry with their customers.”