First Drinks Brands has unveiled the first phase of its 2002 support plans for Croft Original, the UK's leading pale cream sherry. It is aiming at the brand's female target market with the sponsorship of a new award scheme, Women Who Make Things Happen, in partnership with Good Housekeeping magazine. Marketing manager Fiona Lovatt said: "The UK sherry market is the largest in the world, but until recently it was supported by little innovation or investment. There was nothing to attract new drinkers or excite existing ones. "We know they are a diverse group and believe there is a real opportunity to revitalise the category by taking a fresh and targeted approach that will challenge perceptions." First Drinks will be supporting the awards with money off coupons, sampling and promotions. {{DRINKS }}