Beam Global UK is planning consumer magazine promotions and sponsorship of fashion events as part of a £750,000 spend behind Harveys sherry.

The brand will also be backed by a Harveys and lemonade sampling programme in high street clothes stores.

Brand manager Janice Moorfield said the campaign was aimed at targeting sociable and extrovert women aged 25 to 34 and abolishing preconceived ideas about it being just for the older generation at Christmas time.”