Sherry makers are looking to boost wine tourism in the area and, to that end, the second phase of the Pagos de Sherry project has just begun. During this time, several new itineraries will be designed based on many of the most iconic vineyards in Jerez.
In the first phase of this project, the Wine and Brandy Route Association conducted an in-depth analysis of the resources available in the wine region and the most appealing areas for tourism, focusing primarily on Jerez de la Frontera, El Puerto de Santa María, and Puerto Real initially, and later on Trebujena, Sanlúcar, Chipiona and Rota. They also looked at other wine destinations, in Spain and abroad, for inspiration and they assessed the needs and demands of wine tourists. As a result, several itineraries will be designed in three of the most famous sherry estates: Carrascal, Macharnudo, and Balbaína.
According to the association, “The Pagos del Sherry project’s fundamental goal is to boost wine tourism in Jerez and underline its many resources. Despite being the most popular wine route in Spain, our offer is excessively ‘urban.’ We want to include and highlight… our gastronomy related to the vineyards, the area’s landscape, and many other assets that we have, just 15 minutes from city centers.”