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Harveys unveils new packaging
Beam Global is looking to drive the Harveys Bristol Cream brand forward with a major new packaging revamp. The new look, H, has been designed to increase shelf stand out and aims to recruit new younger consumers to the sherry category according to Beam Global UK general manager Drew Munro.
Harveys is the leader in its category in the UK, commanding 35% of the market by value and 33% by volume according to Nielsen (MAT 08.09.07). The category is dominated by older drinkers, and the vast majority of sales are focused around the key Christmas period. This latest initiative is part of an ongoing effort to widen the appeal in terms of both consumer base and drinking occasion.
The repack includes a new metallic label featuring the H logo, and a more premium closure. It is being rolled out for the Harveys Bistol Cream, Pale Cream and Amontillado variants. Munro explains: “I have never known a repack receive such outstanding consumer feedback in the 12 years I have worked in drinks marketing. Following our research (of 2,000 25-45 year old women) the new Harveys packaging received an overall score of 94% versus a research average of 60%.”
© db Ben Grant, 7 November 2007