Well, like the recent Tapas Fantasticas event, the Sherry Institute has decided to get glasses into consumers' hands and set up a bar in the middle of the City, in Spitalfields market.
Not only are they making it accessible, but they've been able to get Heston Blumenthal (yes, that chef!) involved to develop the menus.
Now, food is much trendier in many ways than wine. There are a hundred times more column inches and TV minutes dedicated to food rather than wine, and there are plenty of TV chefs, but very few TV winemakers, tasters or critics. Shame!
So, great food, good endorsement, easy to get hold of, it must be a winner, right?
Since the menu had to be limited (this is a tent in a middle of a square after all) and the sherry was matched to the food, the choice of sherries was limited.
The fino, I must admit was nothing special although reasonably pleasant, and I can't say I'm a fan of Cream sherry (however good quality). Being a fan, I KNOW what I want, and that's an aged, dry Amontillado or Oloroso, or my personal favourite, a Palo Cortado. However, the sweeter style of Oloroso that they served was very nice and I shall be looking out for this bottle again.
I congratulate the Sherry Institute for organising this event, and I wish them well. We need more people trying sherry and realising that despite the common misconceptions about sherry, and the appalling way it is often served (warm, oxidised and in tiny glasses) that it is a fabulous drink worth exploring.
It is rather last minute, but if you are around the City on Friday 15th August, check out the Sherry Bar outside Patisserie Valerie.
Oh, and if you are there in the late afternoon (after 5pm) look up in the air and I will try to wave from the Airship/Zeppelin as I fly over.