Maxxium has joined forces with the Royal Horticultural Society to launch an on-pack promotion designed to help make Harveys Bristol Cream an all-year-round drink.

Fifty-thousand bottles with the Harveys Half Hour neck-hanger promotion are rolling out now, offering the chance to win membership to the RHS.

The push would help to drive value back into the sherry category, the company said. "The link with the RHS will resonate with our target consumer, who has a passion for the outdoors and gardening."