Harveys turn to orange

Harveys announced the launch of Harveys Orange Aperitif this week, an innovative development for the Sherry category.

The aperitif was inspired by the popularity of Harveys Bristol Cream served over ice with a slice of orange.

"It has been one of the most exciting and personally enriching winemaking projects I have worked on," said Beltrán Domecq, the winemaker behind the product. "Both Sherry and oranges embody the true spirit of my home town of Jerez."

Although Harveys Orange is also targeted at existing Sherry drinkers, Drew Munro, marketing director for Beam Wine Estates (of which Harveys is a subsidiary), understands the potential this has to introduce new consumers to the category. "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."

While Harveys Orange is not labelled as a Sherry, as the rules governing Sherry production do not allow for the addition of other flavours, Harveys Orange is a blend of 30 Sherries based on Harveys Bristol Cream, with the addition of natural orange essence.

The final product is the result of Spanish, UK and US tasting panels, and is produced in Jerez. It will make its first appearance in the UK, first available in Morrisons from the 7th of August (rrp £7.19). Marketing activity will kick off shortly afterwards with sponsorship of the Night Glow at the International Balloon Fiesta in Bristol.

© db 27th July 2006