Sherry and Vermouth Surge as Brits Embrace Cocktail-Style Drinks

According to the latest reports, the 2025 holiday season in the UK is witnessing a resurgence of traditional alcoholic drinks like sherry, vermouth, and port. This trend is being driven in part by younger drinkers under the age of 40, who are embracing these fortified wines in new, cocktail-style ways.

The article notes that the "season of the spritz" is in full swing, with more and more consumers mixing their drink of choice with soda water, tonic, or lemonade to create long, refreshing serves. This spritzing craze is not limited to white wines, as even red and rosé wines, as well as fortified options like port and vermouth, are being given the spritz treatment.

Majestic, a leading wine retailer, has reported a 29% increase in vermouth sales and a 17% rise in port sales compared to the previous year. Sherry, once seen as a "grandma's drink," is also gaining popularity, with one restaurant group reporting that sherry now accounts for up to 20% of all alcohol spending in some weeks.

Experts attribute this shift in drinking habits to a broader trend of moderation and a growing focus on health and wellbeing among consumers of all ages. As people become more discerning about what they drink, they are seeking out unique and unusual experiences, which is driving the resurgence of traditional fortified wines.