A Classic Grandmastered: The Bold Campaign Redefining Cream Sherry

Sherry is one of the great wines of the world. Yet, when you search for ‘Sherry’ online, the results often feature outdated stereotypes: elderly English ladies or vicars enjoying a tipple. These clichéd images have long misrepresented Sherry, making it a challenging beverage to market. Chelsea & Co has embraced this challenge with a bold new campaign for the Consejo Regulador Jerez-Xérès-Sherry, aimed at revitalising the image of Cream Sherry in the UK.

Grandma. Was. Right. 

The campaign, titled ‘Grandma Was Right’, embraces the cliché and flips it, by turning a tired trope into a conversation starter to make people smile. 

Chelsea & Co has a long-standing relationship with the DO Jerez, having guided their digital transformation for the past decade. Their work focuses on reshaping the brand narrative to alter how consumers and the media perceive Sherry. A significant part of this effort has been showcasing Sherry with food on social media through visually appealing, Instagrammable photography, as well as highlighting the stories of the winemakers. This deep understanding of Sherry’s heritage has been key in creating a campaign that challenges existing preconceptions.

Introducing the Cream Sherry Sunset

Drawing inspiration from recent serving methods by the D.O. Jerez, the creative team designed a new drink to appeal to younger audiences who may not have any preconceptions about Sherry: the Cream Sherry Sunset. 

Served in a large wine glass or tumbler with an orange wheel, this refreshing, modern take on Cream Sherry is meant to evoke the serene beauty of a Spanish sunset.

César Saldaña, President of Consejo Regulador Jerez-Xérès-Sherry, explains the campaign’s strategic focus: “Sherry is yet to be discovered by a generation of wine lovers and we’re targeting younger wine drinkers to discover Sherry, perhaps for the first time. Sherry is often associated with something your grandmother might drink. The reality is, Grandma had great taste; Cream Sherry, served over ice with a slice of orange, is a delicious long drink, a classy alternative to the heavily marketed sugary orange spritz drinks.”

The Chelsea & Co. strategy involves consistently reinforcing the message that sherry is a diverse and sophisticated wine. “Most of Generation Z or even Millennials simply do not have any image of Sherry,” Saldaña says. “Many people in their 40s or 50s think it’s something their parents would drink long ago. Consumers in their 20s and 30s may have never tried Sherry at all; this presents a new opportunity to reach people who don’t have any misconceptions.”

By presenting Cream Sherry as a modern, versatile beverage, Chelsea & Co aims to attract a new generation of wine enthusiasts. The campaign not only highlights the drink’s rich history but also its potential as a contemporary choice for various social settings.

The sweet art of reinvention

Saldaña also addresses the misconception that Sherry is always sweet. “We are seeing the dry styles gain more share in the total consumption with consumers,” he adds. “If there’s a word to describe Sherry, it’s diversity. There are different styles, all of which are based on the beautiful weather we have in Jerez that allows us to grow beautiful vineyards.”

The campaign’s tagline, ‘Isn’t it time you reconsidered a classic?’ encapsulates this vision. It invites consumers to rediscover Sherry’s complexity and versatility, encouraging them to see it as more than just an old-fashioned drink.

Chelsea & Co’s work with the DO Jerez over the past decade has laid a solid foundation for this campaign. By focusing on food pairings, cocktail recipes and the personal stories behind the wineries, the team have helped shift the narrative around Sherry. This latest campaign is a continuation of that effort, turning clichés on their head and presenting Sherry in a new light is the way to introduce this classic drink to a new generation of consumers.

Every generation needs its rebel… and Cream Sherry is ready to take on that role.