The sherry is targeting 25-34 year-old women with a sampling campaign in the on-trade, sponsorship of fashion events, and involvement in consumer magazine promotions.
Sherry sales were down 3% by value and 8% by volume in 2008, according to Nielsen figures. Harveys is the clear market leader but has so far struggled to shake off an image for being a Christmas drink favoured by older drinkers.
Harveys will build on its schooner amnesty initiative launched in 2008, to educate consumers about the versatility of sherry. It will also encourage pubs and bars to serve sherry chilled in modern glassware and not in old-fashioned schooners.
Janice Moorfield, Harveys brand manager, 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.”