Harveys Schooner Amnesty, a campaign started in the on-trade last year to rid pubs of schooner glasses, is being rolled out to the off-trade this summer.
The activity follows research among 25 to 35-year-old women to understand their perceptions of sherry, considering taste, serve and price expectations. The study found that 78% of respondents enjoyed Harveys Bristol Cream served in a tall glass mixed with lemonade, ice and fruit.
Forming part of Beam's £500,000 investment in the brand this year, the push will include sampling of Harveys & Lemonade at summer events.
Brand manager Janice Moorfield said: "As the UK's number one sherry, it is our responsibility to drive the category into the 21st century and abolishing the schooner is an integral part of this. We need to educate both consumers and the trade to understand that sherry is a wine. It should be
"Serving Harveys as a long drink with lemonade will demonstrate to consumers tasting sherry for the first time that it is a versatile drink."