Harveys revamps range
Beam Global has unveiled brand new packaging for Harvey's sherry, a move Beam is calling the most radical change for the brand on over a decade.
The new design is specifically aimed at trying to bring new consumers into the sherry category
The repackaging will see all bottles of Harveys Bristol Cream, Pale Cream and Amontillado feature a metallic label and "H" logo to obtain better stand-out on shelf.
The packaging for Harveys Fino is not part of this current revamp, although it is currently being reviewed and something new may emerge next year.
Harveys marketing manager, Rosie Kent, says: "The new eye-catching packaging also aims to reinforce the message that sherry is a wine, and should be treated as such. We have added a serving suggestion to the back label: 'Serve chilled in a wine glass,' which will also encourage consumers to store sherry in the fridge.
"This builds on our Schooner Amnesty campaign which is encouraging pubs to serve sherry chilled, in white wine glasses."
The brand owner also conducted consumer research to test the popularity of the new look. The research questioned over 2,000 of Harveys target audience, which are 35-45 year-old women. They were asked to score the repack on questions such as whether it is a brand that is worth paying more for; whether it is contemporary and it is a brand I would be proud to share with friends.
Beam Global UK's general manager, Drew Munro, says: "I have never known a repack receive such outstanding consumer feedback in the 12 years I have worked in drinks marketing. Following our research, the new Harveys packaging received an overall score of 94 per cent versus a research average of 60 per cent."
