Harveys Bristol Cream, the country’s number one sherry distributed by Maxxium UK, is driving sales in stores nationwide with its first of two on-pack promotions for 2012.
In collaboration with Sony, the promotion runs across 125,000 75cl bottles of Harveys Bristol Cream and is designed to create a buzz at the sherry fixture, encouraging consumers to take a moment just for you as part of its Harveys Half Hour campaign. It offers shoppers the chance to win one of 100 Sony Readers, a slim, lightweight digital book reader, which allows users to choose from a capacity of 1200 books whilst enjoying their favourite music.
Running for three months from July in multiple grocers, independent specialists, cash and carries and delivered wholesale, the neck-hanger promotes Harveys signature serve, Harveys Bristol Cream over ice with a slice of orange. The simplest of serves, the fresh citrus tang brings out the taste of candied orange and complements the dried fruit and toasted almond flavours of Harveys – perfect for summer drinking.
The Harveys Half Hour campaign also provides inspiring ideas on how to enjoy sherry through a sampling initiative, as it continues to recruit new consumers and re-engage with existing drinkers, predominantly appealing to 30-60 year old women.
Maxxium UK brand manager, Jane Wilson says: “By reaching consumers who are seeking inspiration for their leisure time, this on-pack promotion will reignite interest at the fixture and drive value back into the category. We recognise that it is our responsibility as the leaders in sherry to drive the category forward, demonstrating it as a versatile and delicious drink to be enjoyed as part of a modern lifestyle.”
Harveys Bristol Cream is a complex blend of 30 fine wines and the market-leader in the UK, with a 24.5% volume share and a 29.5% value share in the off-trade.