The brand will have a garden in the Ideal Gardens section of the show, where consumers can take time out to enjoy Harveys over ice with a slice of orange, and buy bottles of the cream sherry.
The sponsorship is the first in a series of initiatives this year as part of the brand’s Harveys Half Hour campaign, which aims to get consumers to re-evaluate sherry.
There will also be a sampling campaign targeting new consumers and current drinkers, mainly 30 to 60-year-old women. In the summer and at Christmas distributor Maxxium UK will run an on-pack promotion, which aims to create a buzz around the sherry fixture.
In 2011 the Harveys Half Hour campaign handed out samples to more than 200,000 adults and it hopes to reach the same number this year.
Senior brand manager Jane Wilson said: “The Ideal Home Show is once again the perfect way to launch Harveys Half Hour in 2012, reaching consumers who are actively seeking inspiration for their busy lives.
“As distributors of the UK’s number one sherry it is our duty to drive the category forward by demonstrating that sherry is a versatile and delicious drink to be enjoyed on a variety of occasions, as part of a modern lifestyle.”