Creating a web presence for the largest sherry event held outside of Spain

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Sherry is something wine lovers have had a tough time wrapping their taste buds around. Many people have preconceived notions about this Spanish wine, associating it with a sickeningly sweet dessert wine grandma would enjoy from time to time.

Rosemary Gray and Peter Liem wanted to change this. As wine professionals with decades of combined trade experience and a deep love for sherry, Rosemary and Peter wanted to create a festival celebrating all aspects of this magnificent Spanish wine.

Create a web presence for Sherryfest where visitors can register for festival events and grow in their appreciation for sherry.
The Process

Developing the brand

Wine tastings are very personal events, as your unique palate is always the ultimate judge of the wines being poured. I wanted to convey Sherryfest’s personal atmosphere with imagery depicting actual wine tastings in action.


Sherry is a fortified wine made from white grapes grown near the town of Jerez, Spain. To pay homage to sherry’s Spanish origins, we wanted to showcase the producers that made Sherryfest (and sherry, for that matter) possible.

Building the site

Sherryfest consisted of a number of different events, including a Grand Tasting with 100+ sherries being poured, in-store tastings, seminars and dinners. With the exception of in-store tastings, all events required pre-registration through the website.

The Sherryfest team wanted the freedom to manage these events themselves, so I used WordPress with Events Manager Pro to make managing events and the rest of the site simple and intuitive.

As individual Sherryfest events were spread all over the city, an embedded map with directions made finding events a breeze.

To make registering for events as seamless as possible, website visitors were able to add events to their “shopping cart” and pay for selected events all at once.

Making event check-ins a cinch

In addition to letting visitors register for events directly on the site, the Sherryfest team wanted an easy way to check in attendees at the live events without relying on printed-out excel sheets or even an internet connection. Integrating Sherryfest’s booking system with the event check-in app Zkipster made this a cinch.

Number of Sherryfests
held since 2012
Sherries poured at the
Sherryfest Grand Tasting
Average number of
Sherryfest attendees
Rosemary Gray
Co-Founder of Sherryfest

“I cannot say enough how great it is to work with Philip – he both listens to his client’s needs, but is not afraid to initiate solutions that he sees will meet their overall business goals.

During creation, my business partner was operating from Europe, I’m stationed in New York and Philip was two time zones behind me, and yet he was prompt and available. He even got up early to be online with us for our crucial launch.

I am beyond grateful for his quality work, efficiency and genuine dedication to the Sherryfest project.”

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