Harveys samples summer cocktail at Somerset House

Tuesday, 22 July 2008

Beam Global UK is sampling its refreshing summer cocktail, Harveys & Lemonade, at the Somerset House Cinema Under the Stars Film Festival from 31 July to 9 August, as part of this year’s £500,000 investment in Harveys, the UK’s number one sherry.

This activity forms part of the Harveys Schooner Amnesty campaign unveiled last month, encouraging both the trade and consumers to enjoy sherry in a modern way – chilled, in contemporary glassware - and appreciate sherry as a versatile wine suited to many occasions.

Harveys & Lemonade is made from one part Harveys Bristol Cream and two parts lemonade and is served in a long glass with ice, fresh strawberries, orange and lime.

It will be sampled amongst 20,000 ABC1 20-30-something visitors to the 10-night festival at film screenings, VIP parties and Behind the Screen talks, and will also be sold at the official bar.

Harveys brand manager, Janice Moorfield, says: “As the UK’s number one sherry, it is our responsibility to drive the category into the 21st Century and show consumers how sherry fits into modern lifestyles. Serving Harveys as a long drink with lemonade will demonstrate to first time sherry drinkers that it is a highly versatile drink, suitable for adults of all ages.”

Beam UK is also running trials of Harveys & Lemonade in selected pubs in the South East throughout August.

The cocktail will be promoted in participating outlets with Harveys branded PoS material such as table cubes, cocktail jugs, glasses and stirrers. Harveys sampling teams will visit selected venues to train staff on how to serve the cocktail.

Harveys Bristol Cream Sherry is a complex blend of 30 wines and the market-leader in the UK with a 29% volume share and a 31% value share in the off-trade.