Beam Global UK has unveiled a new logo and packaging for the established Sherry brand Harveys.

The new look, which will be seen across the entire Harveys range, is described as "the most radical change for the brand in over a decade". The aim, the company said, is to recruit new drinkers into the Sherry category, while also appealing to its core consumers who are also looking for something more fresh and contemporary.

"I have never known a repack receive such outstanding consumer feedback in the 12 years I have worked in drinks marketing," said Drew Munro general manager at Beam Global UK, part of the US drinks group Beam Global Spirits & Wine. "Following our research, the new Harveys packaging received an overall score of 94% versus a research average of 60%."

The redesigned packaging features a new metallic label and "H" logo which Beam believes will give the brand better stand-out on shelf. The closure now features a varnished "Harveys" logo, as well as a premium matt finish.

The Harveys flagship brand, Harveys Bristol Cream Sherry, is the market leader in the UK with a 33% volume share and a 35% value share in the off-trade, according to AC Nielsen data for the year to the first week of September.