The Buyer
Fino 4 Foodies campaign looks to push Sherry into British summer

Fino 4 Foodies campaign looks to push Sherry into British summer

The spotlight is very much set to be focused on Sherry in the second half of 2023 with a series of marketing, digital, trade and promotional events, led by ICEX, the Spanish government agency that promotes exports and investment, together with the Consejo Regulador D.O. Jerez, leading up to the all-important Sherry Week between November 6th and the 12th. The action all kicked off on June 26th with a new Fino 4 Foodies digital marketing consumer campaign that looks to promote Sherry wines to the British public, whilst also driving important new business to restaurants, wine merchants and retailers. Here’s how it is going to work.

Richard Siddle
12th July 2023by Richard Siddle
posted in Insight,

The Fino 4 Foodies digital marketing consumer campaign, from ICEX and the Consejo Regulador D.O. Jerez, is up and running and hopes to push Sherry right into the heart of the British summer. Click here for more information about the promotion.

Walk into a bar in southern Spain at any time of the year and you will most likely find people drinking and sharing a bottle of Sherry. It is part of the local’s DNA and a drink they consider as being part of any social occasion. It may not quite be the same picture in the UK, but Sherry is fast becoming a must-have on any discerning bar or restaurant’s wine list as a growing number of wine drinkers look to explore and try different Sherry styles either on their own or increasingly paired with food – be it Spanish or not.

The new Fino 4 Foodies campaign

ICEX, together with the Consejo Regulador D.O. Jerez, hope to raise the profile for Sherry in the UK through the second half of 2023, first with a major summer digital marketing consumer campaign, followed by a second wave of activity in the autumn leading up to Sherry Week itself between November 6th and 12th.

The Fino 4 Foodies campaign aims to change the perception of Sherry in the UK and how and when consumers drink it. A campaign that is focused very much on both raising Sherry’s profile with key consumers, whilst also driving new business to UK restaurants, retailers and wine merchants.

Fino and food

The key message of Fino 4 Foodies is how well Sherry, especially Fino, can be paired with such a wide variety of dishes and cuisines, particularly through the warm summer months.

It is a campaign that has been devised to help promote key venues, retailers, bars and restaurants that sell Sherry throughout the UK. A dedicated Fino 4 Foodies UK microsite has been created that includes a ‘Sherry Spots‘ section featuring Sherry outlets and venues across the country. The campaign hopes to drive new and incremental business to those sites – and many more – in the coming weeks and months.

There is still time to add your venue to the Sherry Spots directory. Simply click here and follow the instructions. Those who register will be able to take advantage of this marketing campaign supported by a targeted paid digital campaign including spend on social media and display ads and editorial and branded content in publications like TimeOut, driving customers to the UK-specific site, where they’ll find the best spots to buy and enjoy Sherry in the UK. Outlets can also include direct links for consumers to buy specific bottles of Sherry from their online store.

The Fino 4 Foodies UK microsite also includes a whole section featuring different dishes, each with its own full recipe and how to bring the dishes together, along with a recommendation of which style of Sherry would be best served with it, like Bruschetta with Peaches, Ricotta Cheese and Jamón Ibérico with Fino, or Chargrilled Galician Style Octopus with Manzanilla.

Fino 4 Foodies also demonstrates the versatility of Sherry when used in cocktails, with the microsite offering a number of cocktail ideas and recipes, including a Velvet Jukebox that combines Manzanilla Sherry, tequila, sloe gin, ginger syrup, lemon juice, cayenne tincture, and a grapefruit twist; or a Fino Sour that brings together Fino, brandy, lemon and orange juice, sugar syrup and an egg white.

Looking forward

There will be further support for the UK trade, especially closer to the 10th anniversary of Sherry Week from 6th to 12th November, in the form of a second campaign including additional social media ads, PR and branded content and much more which will be announced in due course.

  • If you’d like to learn more about how to take advantage of this year’s activities and would like to participate, please get in touch with Brisc at
  • You can find out more about the work of ICEX here.
  • Brisc is the UK agency in charge of all Sherry-related activities this year, in collaboration with Chelsea & Co, an award-winning Spain-based international agency that specialises in digital transformation for wines and spirits.