Sherry (wines from Jerez, Spain) were suffering in obscurity in the U.S.—no one knew them or cared about them. And what they did know was that it was only for cooking and old people. But the truth is they are incredibly diverse in flavor, rich with variety and are really different from anything else out there.
We wanted to appeal to the emerging food culture in the U.S. and leverage Sherry's obscurity as a fun mystery to be discovered and played with. So we created an ironic secret society as a platform for the culinary curious to get involved in the enjoyment of these wines without the confusion of wine stores or the snobbishness of foodie mags and books. It gave us the freedom to create our own culture and history from the ground up, flipping the wine world on it's head imbuing something so old with a dash of modern fun, making the complex easy to enjoy.
Since it's inception some of the most advance and celebrated chefs, mixologists, tenders, bloggers and wine critics have joined the society. Tens of thousand of others have sought out the events. The NY Times and other media sources have been picking up the Sherry discussion. And most importantly people are enjoying enough Sherry to increase import sales to the highest numbers in over a century.