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Liquor trends come and go, but the next big thing is never more than a marketing push away. The latest candidate is sherry, which just got a surprisingly tongue-in-cheek website courtesy of the Sherry Council for America. (A high point: The site’s “exclusive” enough to require a secret password to get past the front page, but the site immediately informs you that it’s just “password.”) Still, we’re more concerned with the future of the country’s bar scene.

We’ve thought sherry was underrated for quite a while, partially due to the name (the only order that sounds girlier than “appletini”) and partially by association with more common port wines. But we’re also not sure it’s due for a tequila-style revival just yet. Sherry falls in a box with wine and scotch—tasty, but hard to market. The new site gives a tip of the hat to mixology through an extensive cocktail list, but this seems like one drink that’s better straight. Which means it may be a little slow catching on.

—R.B.

CONTRIBUTORS

  • Russell Brandom