The makeover is “the most radical change for the brand in over a decade”, according to the company. It includes the introduction of a metallic label and new H logo on all bottles of Harveys Bristol Cream, Pale Cream and Amontillado.
In a bid to encourage consumers to store sherry in the fridge, Beam has also added the serving 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 over 2,000 of Harveys target audience of 35 to 45-year-old women.