Harveys reinvigorates premium sherry category with new range
Published:  06 March, 2008

Beam Global UK is launching a range of top-end sherries in a move to appeal to “more discerning sherry drinkers".

Harveys Very Old Rare Sherry will include Fine Old Amontillado, Pale Cortado, Rich Old Oloroso and Pedro Ximénez, which have each been aged for 30 years in the traditional solera system.

The range will be available in 50cl bottles because “they are rich wines which are designed to be consumed in small quantities,” according to master blender Beltran Domecq. “The smaller bottles will also ensure the sherry stays fresh once opened,” Domecq added.

The Pedro Ximénez is a new blend for Harveys and is made from PX grapes that have been left in the sun before pressing. It is described by the producer as having “liquorice and dark treacle notes on the nose, with a raisiny, toasted-caramel taste”.

Harveys VORS is designed to “reinvigorate the premium sherry category”, rather than attract a younger audience, according to marketing manager Rosie Kent. “It will appeal to more discerning sherry drinkers who are looking to trade up and enjoy some intense, older wines,” Kent said.

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