Beam Global

11 July, 2008

Prewetts Mill, Worthing Road, Horsham, West Sussex RH12 1ST

T: 0800 434 6602

W: johnharveyandsons.com

Marketing and promotional spend for 2008/9: £2.5 million

Brands: Harveys (Spain), Cockburn's (Portugal)

Key personnel: Janice Moorfield, brand manager for Harveys and Cockburn's; Peter Sandstrom, marketing director; Drew Munro, general manager

Beam Global's John Harvey fortified wine division had a busy year with a repackaging for the Cockburn's range and a £2 million support package to position it as a brand with "a fine disregard for the rules". Cockburn's Light White and 20

Year Old Tawny ports were packaged in 50cl clear glass bottles to encourage trial. Harveys

launched a Very Old Rare Sherry (VORS) range comprising Fine Old Amontillado, Palo Cortado, Rich Old Oloroso and Pedro Ximénez, all in 50cl bottles with an rrp of £19.95. The range featured the new H packaging style introduced for the whole Harveys portfolio.




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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