The UK arm of Beam Global Spirits and Wine is lining up a promotion for its Harveys sherry.

Beam UK confirmed late last week that it will invest around GBP1m (US$1.94m) to push Harveys as a sherry that can be served chilled.

The campaign, entitles 'Harveys: For Chilled Out Occasions', kicks off at the end of next month and targets women in their thirties. The programme will run throughout the year, incorporating PR, sampling & on-pack activity, supporting both on- and off-trade customers.

"As the number one sherry in the UK we have a responsibility to bring sherry into the 21st century," said Beam UK category marketing manager for fortified wines, Lucy Sewell.

"It's an exciting and ambitious challenge for a drink that still has a somewhat traditional image. The campaign aims to grow the category of drinkers between 35-49 year-olds."

Beam Global took control of Harveys in July 2005, when its parent, Fortune Brands, carved up Allied Domecq with Pernod Ricard.