Maxxium to push Harveys Bristol Cream

By Lucy Britner

Published: 28 May, 2013

Maxxium UK is to launch a limited edition bottle of Harveys Bristol Cream sherry to mark the 60th anniversary of the Queen's Coronation.

Royal Warrant holder Harveys is attempting to "reinvigorate the sherry fixture" with the launch. From July the pack, made from Bristol blue glass, will replace the existing design and be available across the off-trade.

Maxxium is to showcase the bottle at this year's Coronation Festival taking place in the Gardens of Buckingham Palace from 11-14 July and distribute samples of its signature serve: Harveys over ice with a slice of orange, among attendees.

Maxxium aims to drive sales with POS material, targeted advertising as well as online competitions offering prizes, including a weekend break at the Goring Hotel.

Maxxium marketing controller, Eileen Livingston said: "As a privileged holder of a Royal Warrant, we are delighted to offer this beautiful Coronation Edition to consumers as the perfect souvenir to mark the 60th anniversary of The Queen's Coronation. Harveys is the UK's number one sherry and this activity not only celebrates our commitment to recruiting new consumers and re-engaging with existing drinkers but also to building interest outside the Christmas season."

Harveys Bristol Cream is a blend of 30 wines and the market-leader in the UK, according to Maxxium.

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