Harveys gets radical new look

02 November, 2007

Beam Global UK is relaunching its Harveys sherry in revamped packaging.

The makeover is “the most radical change for the brand in over a decade”, according to the company. It includes the introduction of a metallic label and new H logo on all bottles of Harveys Bristol Cream, Pale Cream and Amontillado.

In a bid to encourage consumers to store sherry in the fridge, Beam has also added the serving suggestion “serve chilled in a wine glass” to the back label.

Marketing manager Rosie Kent said: “The new eye-catching packaging aims to reinforce the message that sherry is a wine, and should be treated as such.”

Beam’s general manager Drew Munro added: “I have never known a repack receive such outstanding consumer feedback in the 12 years I have worked in drinks marketing. Following our research, the new Harveys packaging received an overall score of 94 per cent versus a research average of 60 per cent.”

The research questioned over 2,000 of Harveys target audience of 35 to 45-year-old women.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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