Beam Global Spirits & Wine is targeting connoisseur wine drinkers with a new VORS (Very Old Rare Sherry) range under its Harveys brand.
The four-strong range consists of a Fine Old Amontillado, Pale Cortado, Rich Old Oloroso and Pedro Ximénez, all in 50cl bottles, priced at £20.
It is hoped the sherries will have a halo effect on the whole brand and highlight the quality of all its wines.
"In the past we have undersold the fact we've got these amazing wines," said marketing manager Rosie Kent. "We've concentrated on commercial wines such as Bristol Cream and failed to highlight premium sherries."