UK: Beam Global signs Harveys fashion deal

By just-drinks.com editorial team | 18 February 2009

Beam Global UK has signed a deal with fashion label PPQ, to make its Harveys sherry brand the drinks sponsor at London Fashion Week 2009.

Forming part of a GBP750,000 fashion-led campaign for the brand this year, the partnership debuts at the London fashion event (20-25 February) and includes sponsorship of PPQ's after-show party.

An 'Alice's Wonderland' design will feature on a limited-edition half-bottle of Harveys Bristol Cream. The brand will also receive point-of-sale publicity at bars during the event, while a selection of sherry cocktails will be served to visitors.

Janice Moorfield, Harveys brand manager, said: "Being PPQ's official drinks sponsor will showcase Harveys to sociable young women who are interested in iconic fashion brands and allow them to try sherry, perhaps for the first time."

Sectors: Spirits

Companies: Beam Global