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."