Harveys Bristol Cream is to invest £1m this year in a campaign aimed at making sherry a more sophisticated and contemporary year-round drink.

The campaign is part of an ongoing attempt by brand owner Beam Global Spirits & Wine to reinvigorate the Harveys brand since acquiring it from Allied Domecq in 2005.

The campaign will promote the idea of serving Bristol Cream chilled and in the right glass to attract younger consumers.

"We feel very strongly about the potential of the Harveys brand but also of the sherry as a whole," said marketing director Drew Munro. "We want to reposition sherry as a modern, refreshing drink."

On-pack promotions, in-store sampling and PR are in the pipeline. Activities should start in the next two to three months, and will target 35 to 40-year-old women through multiple grocers, specialists and off-licences across the UK. There will also be some on-trade activity.

Last year Beam Global added Fino, Orange and Reserve to its Harveys range, in an aggressive attack on the limp UK sherry market.

"One of the things about sherry is that it remains a largely seasonal drink with most sales occurring in November and December," added Munro. "The brand extensions last year and this new campaign are part of our strategy to move the brand and the category into a broader consumption pattern."

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