Harveys aims for younger audience

Published: 28 January, 2009

Harveys is hoping to attract a younger female audience as part of a £750,000 investment by Beam Global UK.

Harveys is hoping to attract a younger female audience as part of a £750,000 investment by Beam Global UK.
The sherry is targeting "independent 25 to 34-year-old women who are confident in their choices and are happy to stand out from the crowd", according to the company.
The campaign includes sponsorship of well-known fashion events, consumer magazine promotions and a Harveys and lemonade sampling initiative in upmarket high-street venues.
There will be an on-trade education drive, encouraging pubs and bars to serve sherry chilled in modern glassware instead of schooners.
Brand manager Janice Moorfield 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.
"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."
Sherry sales in the UK were down 8% by volume last year, according to Nielsen, and 4% by value with the on-trade bearing the brunt of the declines.

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