UK: Maxxium unveils Harveys Bristol Cream coronation bottle

By | 29 May 2013

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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.

Expert analysis

Fortified Wine in Europe to 2016: Market Guide

"Fortified Wine in Europe to 2016: Market Guide" provides in-depth detail on the trends and drivers of the Fortified Wine market in Europe. The quantitative data in the report (historic and forecast market values) analyses the dynamics in the European countries, providing marketers with the essential information to understand their own and their competitors’ position in this market and the information to accurately identify where to compete in the future.

Sectors: Marketing – advertising & promotions, Wine

Companies: Maxxium, The Famous Grouse

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