Why Sherry Is Having a Moment Behind the Bar

From aperitivo culture to lower-ABV cocktails, bartenders are rethinking how they build drinks and sherry is stepping into the spotlight. With its built-in complexity and versatility, Lustau is becoming a go-to for creating layered, balanced cocktails that feel both modern and intentional.

We spoke with Mario Muñoz González of Lustau about why fortified wines are finally getting the attention they deserve.

What sets Lustau apart from other sherries in the category?

Lustau stands apart mainly due to its framework of blending both an artisanal view and stylistic diversity. Our collection, the most complete of the market, comprises the most diverse range of concepts, styles and expressions. The whole collection, including sherry wines, sherry-based vermouths, brandy de Jerez and Vinagre de Jerez, mirrors the diversity mentioned above. Lustau is widely considered as the boutique of specialties, where everyone can find the perfect wine for the perfect occasion. Lustau is, if we had to describe it in a few words, the ideal balance between sophistication and approachability.

Sherry is often misunderstood—what do you wish more bartenders knew about the craftsmanship behind it?

It would be a message not only to bartenders but the whole of the hospitality industry and possibly consumers alike. More than the crafting process alone, what matters is the personal experience, the effect our wines and products provide when drinking. Sherry delivers a distinctive, ready-made complexity. It allows bartenders to create more interesting drinks with fewer ingredients, adding layers of depth to any drink, elevating creativity behind the bar and on the table.

Sherry is not just a category, but a powerful flavor tool. Behind and within every style there is a deliberate personality designed to bring balance, complexity, and uniqueness to drinks.

How are you seeing bartenders incorporate Lustau products into modern cocktail programs?

Bartenders are increasingly positioning Lustau products at the center of their aperitivo-style serves, as base ingredients for low ABV offerings and not just as a supporting ingredient. By building drinks with an understanding of Lustau sherry and vermouth’s identity, they are creating cocktails that are lighter, more social, and aligned with modern drinking habits—without sacrificing complexity or character.

This shift reflects a broader move toward longer, more sessionable drinks where flavor, balance, and experience take precedence over alcohol intensity.

How do Lustau products help bartenders create more layered or lower-ABV cocktails?

Lustau wines are naturally suited to creating layered, lower-ABV cocktails. With alcohol levels typically 50–60% lower than most spirits, they allow bartenders to build flavor while maintaining balance and drinkability. Their richness in compounds developed during fermentation, such as glycerol and natural acids, provide texture, structure, and length. At the same time, their intrinsic balance—combining savoriness, acidity, salinity, and nutty notes—brings both depth and precision to a drink.

It is important, however, when working with low-ABV cocktails, to avoid over-dilution. Ingredients such as sherry and vermouth are perfect companions here because their structure, intensity, and aromatic depth allow drinks to remain balanced and expressive making the cocktail retain character and texture rather than becoming a flat mix of sodas, juices or sweeteners.

How does Lustau fit into current cocktail trends like aperitivo culture or sessionable drinking?

Lustau aligns naturally with the aperitivo movement, particularly as consumers and bartenders continue to favor lighter, more sessionable serves with strong flavor identity. Our wines and vermuts offer exactly that —intensity without excess—making them ideal for this style of drinking.

But at the same time, Lustau is not defined by a single style of drink, but by its ability to enhance a wide spectrum of drinking experiences. The Brand’s diversity extends well beyond the aperitivo occasion. Across the range, Lustau’s collection can be used as a base, a modifier, or a structural component within a cocktail, adapting easily to both classic and contemporary formats. You can move from aperitivo to more complex, spirit-forward, after-dinner drink, or during a meal as table wine. That is the best and most interesting aspect of Lustau wines and vermouth: they match almost anything, anytime and anywhere.

Are you seeing a shift in how U.S. bartenders are approaching fortified wines?

There is a clear and meaningful shift in how U.S. bartenders are approaching fortified wines, yes. And it is mostly driven by industry creativity and a desire to offer new concepts and sensations at the bar. And this is not happening only to bartenders, but to consumers and other members of the industry such sommeliers and beverage directors. What was once seen as a niche or a very traditional category is now being re-evaluated as a source of versatility, flavor, and distinction behind the bar, on wine menus and even at home.