An orange-flavoured sherry has arrived in the off-trade in a bid to reinvigorate the UK sherry market.

Harveys Orange, which is a blend of Harveys Bristol Cream Sherry and a hint of natural orange essence, is predominantly aimed at new and existing female consumers aged over 35.

The brand extension has been launched by Beam Wine Estates, a subsidiary of Fortune Brands, which acquired the Harveys portfolio from Allied Domecq last year. The company created Harveys Orange when its research showed Bristol Cream was popular served over ice with an orange slice.

Harveys Bristol Cream is a key player in the UK's sherry market with a third of total off-trade sales in volume and value, according to ACNielsen [52 w/e 17 June 2006]. However, a high proportion of sherry purchases in the UK are limited to the eight weeks running up to Christmas.

The product will be available at Morrisons from Monday (7 August), priced at £5.99 a bottle.