More than 300,000 consumers will be encouraged to drink Harveys Bristol Cream sherry this summer. In a massive nationwide sampling campaign for the brand, Allied Domecq has lined up 90 outdoor and 350 indoor sampling days between now and September. Its aim is to offer as many consumers as possible the chance to try Harveys over ice with a slice of orange and it has created a purpose built mobile sampling unit to tour key events nationwide. Key destinations will be supermarkets and county shows. Brand director Paul Woodward said: "Research shows that over 70% of existing Harveys Bristol Cream drinkers will drink it over ice once they have tried it, compared with 25% pre-trial. The biggest barrier to conversion is the initial trial and the ritual of drinking sherry on more traditional occasions ­ the campaign aims to break down that barrier." {{DRINKS }}