Beam Global

11 July, 2008

Prewetts Mill, Worthing Road, Horsham, West Sussex RH12 1ST

T: 0800 434 6602

W: johnharveyandsons.com

Marketing and promotional spend for 2008/9: £2.5 million

Brands: Harveys (Spain), Cockburn's (Portugal)

Key personnel: Janice Moorfield, brand manager for Harveys and Cockburn's; Peter Sandstrom, marketing director; Drew Munro, general manager

Beam Global's John Harvey fortified wine division had a busy year with a repackaging for the Cockburn's range and a £2 million support package to position it as a brand with "a fine disregard for the rules". Cockburn's Light White and 20

Year Old Tawny ports were packaged in 50cl clear glass bottles to encourage trial. Harveys

launched a Very Old Rare Sherry (VORS) range comprising Fine Old Amontillado, Palo Cortado, Rich Old Oloroso and Pedro Ximénez, all in 50cl bottles with an rrp of £19.95. The range featured the new H packaging style introduced for the whole Harveys portfolio.




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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

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