Harveys continues quest for new image

28 January, 2009

Beam Global UK is investing £750,000 in Harveys in a bid to appeal to fashion-conscious young consumers.

The sherry is targeting 25-34 year-old women with a sampling campaign in the on-trade, sponsorship of fashion events, and involvement in consumer magazine promotions.

Sherry sales were down 3% by value and 8% by volume in 2008, according to Nielsen figures. Harveys is the clear market leader but has so far struggled to shake off an image for being a Christmas drink favoured by older drinkers.

Harveys will build on its schooner amnesty initiative launched in 2008, to educate consumers about the versatility of sherry. It will also encourage pubs and bars to serve sherry chilled in modern glassware and not in old-fashioned schooners.

Janice Moorfield, Harveys brand manager, said: “Harveys presence and partnerships at major fashion events will entice sociable young women to try sherry, perhaps for the first time, and abolish any preconceived ideas about it being just for the older generation at Christmas time.”




Bookmark this


Site Search

COMMENT

Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter