Gonzalez Byass Sherrymaster attracts top international professionals to Jerez

For the fourth year running González Byass has held its prestigious Sherrymaster by Tio Pepe in Jerez. Bringing together a group of influential buyers from across the globe to join Master Blender, Antonio Flores and Fred Dame, renowned American Master Sommelier, and learn about Sherry in the heart of Jerez.

The Sherrymaster by Tio Pepe was launched in 2013 with the aim of bringing key influencers from around the world to the home of the world’s most famous Fino Sherry brand, Tío Pepe, to learn about this most fascinating fortified wine.

This wide ranging, educational course has been devised with sommeliers and buyers specifically in mind: the objective being to give them the opportunity to learn about Sherry at source, discovering the intricacies of the viticultural and vinification processes, the ins and outs of the Solera system and the secrets of such gems as the intriguing Palo Cortado, to mention just a few aspects that were included in the programme.

With guests from the USA, China, Canada, Germany, Belgium and the UK, this year’s edition of the Sherrymaster was chaired by Antonio Flores, Master Blender, accompanied by Fred Dame MS from the USA.

Commenting on the 2016 Sherry Master, Antonio Flores said, “The level of knowledge of each of the attendees this year was outstanding and we were delighted to welcome press and buyers, from both the on- and off-trade, to join us.” He continued, “Having a Master Sommelier like Fred with me on the panel brings an impressive blend of experience, expertise and enthusiasm to Sherrymaster. As the first American to have served as President of the Court of Master Sommeliers Worldwide, it is an honour to have him on board and we both hope that this year’s edition of the Sherrymaster will prove to be the best yet.”

Sherrymaster by Tio Pepe 2015 Outstanding success

González Byass has hosted the most popular Sherrymaster by Tio Pepe ever. The third edition of this exclusive, educational two day seminar into the world of Sherry attracted top sommeliers, mixologists and journalists from nine different countries worldwide.

The third annual Sherrymaster by Tío Pepe, hosted by Antonio Flores, Master Blender at González Byass, and Master of Wine Pedro Ballesteros, has been deemed as the best yet.

Mixologists, sommeliers and journalists from Austria, Germany, the USA, UK, Canada, Japan, Belgium, the Netherlands and Ireland participated in the 2015 Sherrymaster by Tio Pepe.

Welcoming wine industry professionals and journalists from around the world to Jerez, González Byass put on a packed schedule for their guests this week, who were given an in-depth insight into Sherry from grape to glass and even beyond.

This year’s Sherrymaster was not just about how these unique wines are made but also about the key influencing factors that make Sherry so different from any other wine in the world. The participants learnt about the importance of the environment and climate in the making of Sherry, about the soil, micro climate and the specifics of water and rainfall, as well as learning about the different styles, how the wines are classified, aged and made.

Guests had the opportunity to see an demonstration of traditional grafting and pruning techniques used in the vineyard, see one of the only soleo processes taking place in Jerez, accompany Master Blender Antonio Flores during a classification of casks in the winery and taste historic wines dating back to the beginning of the century, described as liquid archeology by Antonio.

Commenting on the event, Antonio Flores, said, “It is an honour to have been able to work with Pedro Ballesteros MW on this year’s Sherrymaster and give it such an interesting focus. There is so much that goes into making a good Sherry and we wanted our guests to learn about the elements at every stage of the process in order to give them an exhaustive understanding of the whole process.”

Flores continued, “This two day seminar is intrinsic to our commitment to furthering knowledge and education about Sherry around the world. González Byass, owner of the world’s best known Fino Sherry Tío Pepe, is at the forefront of extending the reach of this fascinating wine around the globe and we are dedicated to investing our time and efforts into helping professionals and consumers alike learn more about our wines and those of Jerez.”

Gonzalez Byass launches The Sherry Apprentice

In response to the growing interest and demand for high quality Sherries in important markets such as China, Hong Kong, Malaysia and Singapore, Gonzalez Byass is launching The Sherry Apprentice a competition which encourages sommeliers and mixologists in these markets to learn about Sherry, how to serve it and be creative with the wine when combined with other beverages and flavours.

The competition is made up of two parts; the first being a master class where participants are able to learn about the variety and styles of Sherries from Gonzalez Byass experts. The second part gives the contestants the chance to show off their knowledge about Sherry, their skill using a venencia (the traditional Jerezano way of serving Sherry for the barrel) and creativity in creating new cocktails, using premium Gonzalez Byass spirits brands such as London No1 Gin and Nomad Outland Whisky, with Sherry as the principle ingredient.

Launched this week The Sherry Apprentice will be promoted in the four key Far East markets to industry professionals, the objective being to develop the growing interest in Sherry and influencing new drinking and cocktail trends. By discovering and encouraging new ambassadors for Sherry, Gonzalez Byass and Tio Pepe are at the forefront of the category in inspiring new talent and promoting knowledge and enjoyment of Sherry in markets with tremendous potential.

Commenting on the launch Nicolas Bertino, international sales director at Gonzalez Byass said, “We have great faith in the relevance of this initiative for wine and spirit professionals in these very important markets. There is a burgeoning interest for Sherry here and Gonzalez Byass is determined to support this trend”.

Bertino continued, “The Sherry Apprentice by Tio Pepe gives trade professionals the chance to learn more about the product from experts and showcase that knowledge, using their own ideas and creativity to include Sherry in their portfolio and thus introduce new and exciting drinks to consumers.”

The Sherry Apprentice is launched on the 13th February 2015 with regional heats taking place in China, Hong Kong, Malaysia and Singapore over the next two months. Finalists from each nation will be then invited to the Feria de Caballo in Jerez, in May, where they will compete against each other, in front of a panel of international judges, to find The 2015 Sherry Apprentice.


More information with regards to The Sherry Apprentice events:

A) China:

1) Competition:

10th of March in Guangzhou.

The 12th of March in Beijing.

17th of March in Shanghai.


2) Quarter-finals:

Between the 23rd and 26th of March


3) Semi-final:

7th of April


B) Hong Kong:

1) Competition:

19th of March.


2) Semi-final:

13th of April


C) Singapore:

1) Competition:

30th of March.


2) Semi-final:


20th of April


D) Malaysia:

1) Competition:

1st of April.


2) Semi-final:

23th of April



“La Constancia” bodega, Templete bar

City of Jerez

During the Jerez Horse Fair