Radical facelift for traditional sherry

16 November, 2007

Beam Global

is relaunching its Harveys sherry in revamped packaging.

The company called the makeover

"the most radical change for the brand in over a decade" . It includes the introduction of a metallic label and

H logo on all bottles of Harveys Bristol Cream, Pale Cream and Amontillado.

To encourage consumers to store sherry in the fridge, Beam has also added the

suggestion "serve chilled in a wine glass" to the back label.

Marketing manager Rosie Kent said: "The new eye-catching packaging aims to reinforce the message that sherry is a wine, and should be treated as such."

Beam's general manager, Drew Munro, added: "I have never known a repack receive such outstanding consumer feedback in the 12 years I have worked in drinks marketing. Following our research, the new Harveys packaging received an overall score of 94 per cent versus a research average of 60 per cent."

The research questioned

more than 2,000 of Harveys target audience of 35 to 45-year-old women.

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