Harveys encourages modern serve for sherry

Beam Global UK has launched the second phase of an initiative to encourage consumers to drink sherry in a modern way - chilled, in contemporary glassware - as part of a £500,000 investment in Harveys this year.

'Harveys Schooner Amnesty' was a campaign initiated in the on-trade last year to rid pubs of schooner glasses. It is now being extended to include a trial programme of Harveys & lemonade in selected pubs in the South East throughout August, and sampling of the serve at summer events.

The activity follows research among 25 to 35-year-old women to understand their perceptions of sherry, considering taste, serve and price expectations. The research found that 78 per cent of respondents enjoyed Harveys Bristol Cream served in a tall glass mixed with lemonade, ice and fruit.

Beam will continue to support licensees and educate them on how to store and serve sherry. Harveys-branded PoS material is available to participating outlets. Sampling teams will visit selected venues and will train staff on how to serve it - in a long glass with ice and fresh fruit.

Harveys brand manager Janice Moorfield said: "As the UK's number one sherry, it is our responsibility to drive the category into the 21st Century and abolishing the schooner is an integral part of this. We need to educate both consumers and the trade to understand that sherry is a wine. It should be stored in the fridge and when drunk straight should be served chilled.

"Serving Harveys as a long drink with lemonade will demonstrate to consumers that sherry is a versatile drink which can be enjoyed on many occasions."

Beam launched new packaging across its sherries range in the autumn.