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.”

A double award to Tio Pepe Wineries in the Wine Tourism Awards 2015

Tio Pepe wineries have been awarded with the “Best Wine Event” and “Best Digital & Social Media Initiative” prizes in the “Wine tourism Awards 2015”. Tio Pepe wineries triumph in the “Wine Tourism Awards 2015”, wine tourists awards, of global mention, which are given by the specialized magazine “The Drinks International”. The fourth edition has awarded Tio Pepe wineries with the “Best Wine Event” for driving an initiative: Tio Pepe Festival, and with the “Best Digital & Social Media Initiative”, for adding the Augmented Reality in its visits.


Considered as a “strongly recommended” wine tourist experience, Tio Pepe festival suggests a sole show, which adds in a same stage, and through some concerts; lyric, flamenco and wines of Jerez. This proposal, which joins different arts, will be considered as one of the mentioned appointments in the Spanish wine tourism.


The second of the awards received, rewards the hunt for the innovation of our wineries of Jerez. With the addition of the augmented reality, wineries Tio Pepe take place in the forward-looking wine tourism, turning into a ground-breaking company in the sector. The result is materialized in interactive, experiential, unique and different visits.


The Wine Tourism Awards recognizes the expanded and diverse wine touristic supply of Wineries Tio Pepe, based on quality and innovation. With more than 200.000 visits every year, this hideout in Jerez is now the most visited winery in Europe and one of the first in a global level.