Beam Global UK is investing pound;750,000 in Harveys, with a major fashion-led campaign to appeal to younger, discerning consumers.
Harveys is targeting independent 25-34-year-old women with a campaign that includes sponsorship of well-known fashion events, consumer magazine promotions and a Harveys and Lemonade sampling initiative in stylish high street outlets.
In the on trade it will launch an education drive to demonstrate that Harveys has a wide range, with a sherry to suit every occasion, and it will also encourage pubs and bars to serve sherry chilled in modern glassware rather than old-fashioned schooners. Janice Moorfield, Harveys brand manager, says: “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.”
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