Launch of Harveys Orange aimed at 35-plus female consumers

Beam Wine Estates is looking to reinvigorate the sherry category with the launch of Harveys Orange, a blend of Harveys Bristol Cream and a twist of natural orange essence.

Harveys Orange is targeted at 35-plus, predominantly female, consumers, who may or may not already be existing sherry drinkers.

?Our aim is to reinvigorate the category by making sherry exciting and relevant to new and existing Harveys consumers,? said Drew Munro, Beam's marketing director. ?As category leader with Harveys Bristol Cream, which represents a third of the total off-trade sales of sherry by both volume and value, we are committed to the long term future of sherry and feel best placed to offer consumers something new and exciting that will re-energise the category overall.?

Beam Wine Estates' consumer research indicated that Harveys Bristol Cream was ?particularly popular? when served over ice with a slice of orange. Harveys Orange is best served chilled, either with or without ice, and will be available at Morrisons from 7 August with an RRP of ?7.19.