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UK: Beam targets sherry revival with orange

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Beam Wine Estates said today (28 July) that its launch of an orange-infused sherry would "revolutionise" an ailing category.

The company will next month unveil Harveys Orange, a blend of Harveys Bristol Cream and orange developed by winemaker Beltrán Domecq.

Harveys leads a declining UK sherry category, which has seen sales fall due to its inability to attract younger consumers, according to Beam's marketing director Drew Munro.

"There has been a lack of investment in the category to attract new, younger consumers and also to develop new drinking occasions within sherry," Munro told just-drinks.

Munro said growing competition from other categories around Christmas and an ageing consumer profile had also hit sherry sales.

For its part, Harveys has seen sales rise in the last 12 months and Munro insisted it was the brand's "responsibility as category leader" to reinvigorate the category.

He said: "The thing about sherry is that it has been marketed and sold in a narrow way. We don't under-estimate that it's a long-term commitment and that it's not going to happen overnight but we believe that the quality of our wines, used in innovations like Harveys Orange, will appeal to a wider audience."

Munro added that Beam's moves to introduce a Harveys Fino and a Harveys Reserve in recent months gave consumers the chance to "trade up" into premium styles of sherry.

Harveys Orange will be sold in Morrisons supermarkets from 7 August at around GBP7.19 (US$13.34).


Sectors: Wine

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