Interest and passion for Sherry continues to grow in Japan, one of the sherry markets with the greatest potential for growth for the Denomination of Origin and in which promotional activities have increased notably over the last two years.

Sherry and Manzanilla are now a trendy ingredient in Japan’s cocktail craze. This was manifest in the First Sherry Cocktails Competition, organized by the Association of Exporters-Fedejerez and the Consejo Regulador of the "Jerez-Xérès-Sherry", "Manzanilla-Sanlúcar de Barrameda" and "Vinagre de Jerez" Denominations of Origin. The final was held recently in Tokyo and the prize to the winning cocktail was awarded by Jorge Pascual, the president of the Consejo Regulador.

Held at the same time was what has already become a calendar event not to be missed by professionals in Japan's hospitality sector. The final for the Official Sherry Venenciador Competition once again illustrated how Sherry and Manzanilla are wines high up on the preferences list of professionals and are gaining growing popularity with the consuming public.

A worthy number of Japanese hospitality and restaurant professionals have once again signed up this year for the pre-selection to the annual competition for the title of Official Sherry Venenciador, from which twelve have now been chosen as the new graduating class of these Sherry "ambassadors" in Japan.

This competition has been held now in Japan for five years, under the auspices of Fedejerez and the Consejo Regulador in collaboration with the Japanese Association of Sommeliers, the Japanese Association of Bartenders and the Japanese Association of Hotel Barmen; three organizations that together total 15,000 members throughout Japan.

The final exam did not go unnoticed in Tokyo, and it turned into a real social event, livened up with flamenco. The event included a fantastic showcase for Sherry: the different importers of the denomination of origin bodegas had stands set up for the presentation of their wines.

The Japanese market is one of the emerging markets with the greatest potential for growth, and in which the Consejo Regulador is doubling its promotional efforts. The growing Japanese interest in the world of wine and in Spanish culture, especially the Andalusian, in addition to the affinity of Sherry wines for their gastronomy, have opened up a very interesting path.

In the afternoon of November 19th, Presentation & Tasting of Special Sherry Wines held by EnjoyGourmet took place in the Skyway Landis Shanghai Hotel and saw a great turnout of numerous wine exporters and restauranteurs. Leah Liu, Marketing Manager-PRC of Jebsen & Co (China) LTD and Michael Huang, Restaurant Manager of the Bund Garden Shanghai Restaurant were among the attendees. César Saldaña, Director General of the Consejo Regulador of the Denomination of Origin "Jerez-Xérès-Sherry", gave the guests an introduction to Sherry's long tradition and cultural origins. He also revealed the "Sherry-side" of Spain regarding its culture, arts and lifestyle. All wines tasted at the event were shipped from Spain to support the new promotion efforts of Sherry. Among the selection were dry and delicate Jerez - Xérès - Sherry, Fino, amber colored Williams & Humbert, Dry Sack Medium Dry which boasted a full body and the Barbadillo, Full Rich Cream that featured a silky textured with hints of raisin. John H. Isacs, CEO of EnjoyGourmet Digital & Print Media, also shared with the guests his unique ideas on pairing Sherry wines with Chinese cuisine.

On the evening of November 19, the promotional tour of César Saldaña, Director General of the Consejo Regulador of the Denomination of Origin "Jerez-Xérès-Sherry", in China reached a climax at the third dinner party held by Sherry Wine Association, Shanghai. Against the striking night view from the 47th floor of Skyway Landis Shanghai Hotel, 25 well-dressed association members sat down together at an elegant long table, enjoying fine wine and food while exchanging personal ideas and knowledge about Sherry wines.

The banquet featured a wide range of Sherries with fusion cuisine. It started with a cold meat platter, "Toro Coated Sesame, Hotate Scallop on Top Beluga Caviar, Mango Chili sauce, Goose Liver Terrine", enjoyed with the rich and slightly sweet Argüeso Cream. The replacement of Sauternes dessert wine, a traditional choice for goose liver, with Argueso Cream Sherry resulted in an intriguing combination. "Creative Indian Lentil Soup", infused with curry scents and hints of spices, was teamed up with the Lustau Puerto Fino that featured refreshing flavors of fruit and dried fruit. The interval of the banquet was marked by the serving of sorbet in sculptured ice cubes in interesting shapes including swans and dolphins. This artistic presentation immediately evoked exclamation of amazement from the guests. The dessert, "Orange Cheese Cake", was accompanied by "Sun Fruit Champagne Salsa" and joined by Sánchez Romate, Pedro Ximénez in a delectable dance in everyone's mouth. Those who had never tasted Sherry with such a high level of sweetness were all won over by Sánchez Romate, Pedro Ximénez. After surveying the attending guests, the Association yet again discovered that the Chinese attendees like the variety of wines, from dry to sweet. César's personal experience and observation in China will be helpful in his future planning of a better promotion of Sherry in the Chinese market.