UK: Beam Global is investing £750K in Harveys sherry in a bid to get the drink to appeal to younger consumers.
The fashion-led campaign is targeting independent 25-34 year-old women who are “confident in their choices and are happy to stand out from the crowd”. The campaign includes sponsorship of well-known fashion events, consumer magazine promotions and a Harveys and lemonade sampling initiative in high-street outlets.
Harveys will build on its Schooner Amnesty initiative launched in 2008, to continue to educate consumers about the versatility of sherry. An on-trade education drive will demonstrate Harveys range, with a sherry to suit different occasions, with or without food. The campaign will also encourage pubs and bars to serve sherry chilled in modern glassware, not in old-fashioned schooners.
Janice Moorfield, Harveys brand manager, says: ““The new serve of Harveys and lemonade in a tall glass with fresh fruit and ice was tested in the on-trade in August 2008. Results found that 89% of all consumers had a positive response to the new serve.”
Harveys has a 29% volume share and a 32% value share in the UK off-trade, according to AC Nielsen stats.