The latest campaign for Harveys sherry will target its core market 30 to 60-year-old women.

The Harveys Half Hour, kicking off this month and running all year, will use sampling, online and on-pack activity to encourage consumers to take some "me time" every day.

Distributor Maxxium UK will also be promoting new ways to drink sherry, such as Harveys over ice with a slice of orange, through sampling. "Sherry is not only a versatile drink, but one perfect for busy lifestyles," said UK marketing director Peter Sandstrom.