Once seen only in black and white movies, sherry has now become a start in the craft cocktail scene.

Once seen only in black and white movies, sherry is becoming a thing again. From the fortified wine from Spain’s Jerez region, it is experiencing a renaissance in North America, particularly among younger consumers and wine enthusiasts. This resurgence is reshaping the perception of sherry and driving growth in the market. The traditional image of sherry as a drink for older generations is rapidly changing. Young people in the US are increasingly embracing sherry, with consumption on the rise. This shift is particularly evident in the on-trade sector, where sherry’s popularity is growing in tandem with the increasing number of tapas bars and improved knowledge among sommeliers and restaurateurs.The sherry wine market is showing promising signs of growth. Projections indicate a growth rate of 10.2% from 2025 to 2030. This growth is attributed to various factors, including the increasing popularity of sherry as an accompaniment to meals and its perceived health benefits.

While sweet sherries have long dominated the US market, there’s a growing interest in dry styles among younger consumers. This trend is part of a broader shift in consumption patterns, with drinkers becoming more adventurous and seeking out diverse flavor profiles. The movement towards dry sherries is seen as a positive development for the category’s long-term prospects.The perceived health benefits of sherry is also buzzing as Gen Z and younger Millennials are switching to less harmful products. This gave rise to the California Sober movement. Sherry contains antioxidants called polyphenols that may help control cholesterol levels. Polyphenols may prevent the oxidation of low-density lipoprotein (LDL), which is associated with heart disease. Sherry may also increase the body’s production of high-density lipoprotein (HDL) cholesterol, which is associated with longevity and a decreased risk of coronary artery disease.RELATED: Fitting Marijuana Into Your Winter Arc Routine If you want to try sherry, here are some tips. The correct way depends on the type: dry sherries like Fino and Manzanilla should be served chilled in a small glass, while sweeter sherries like Pedro Ximénez can be enjoyed at room temperature or slightly warmed;generally, a white wine glass is preferred to fully appreciate the flavors, and it’s best to serve sherry with food, particularly tapas for drier styles and richer dishes for sweeter options.

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