Click through to view the Harveys Bristol Cream bottle

Click through to view the Harveys Bristol Cream bottle

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Maxxium is aiming to drive summer sales of Beam's Harveys Bristol Cream brand with a limited-edition bottle. 

The 75cl bottle, which highlights the 60th anniversary of the Queen's coronation, was developed to “reinvigorate the sherry fixture”, Maxxium, the UK distributor for Beam, said yesterday (28 May). It will replace existing bottles across the off-trade from July. 

The new bottle will be on show at the Coronation Festival at Buckingham Palace on 11-14 July and samples will be served to guests.

Harveys is a Royal Warrant Holder - which means it supplies goods to the UK royal family - and  the warrant's seal is displayed on all the brand's packaging. Harveys is the top-selling sherry in the UK, Maxxium said.

In January, Maxxium renewed The Famous Grouse whisky's partnership with Scottish rugby by signing a new three-year sponsorship deal.