UK: Beam invests £750k in Harveys sherry
Published:  28 January, 2009

UK: Beam Global is investing £750K in Harveys in a bid to get the drink to appeal to younger consumers.

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.




Comment

Dominic Roskrow

Emerald isle’s precious jewels

Love the sound of hyperbole in the morning. So how about this? Ireland has the world’s most exciting and dynamic drinks market right now. I know, I know…that’s some statement. So let’s see how it stacks up.

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