Allied Domecq Spirits & Wine Ltd (ADUK) has announced the introduction of Harveys Pale Cream sherry as an exclusive line in Sainsbury's. Its launch capitalises on the unprecedented success of sister brand Harveys Bristol Cream sherry, which has grown by 27% in the last year turning the decline of the UK sherry market into long awaited growth of 3.9%*.

Harveys Pale Cream is a light and fresh pale cream sherry, skilfully aged and blended by Harveys from the very best traditional Jerez wines. Leveraging the immense popularity, heritage and assurance of quality that is synonymous with the Harveys name, the brand is a top quality sherry having consistently outperformed its major competitor by 61% to 36% in blind taste tests conducted with target 35 – 65 ABC1 consumers.**

"We believe that loyal Harveys Bristol Cream consumers will welcome an offering from the market leader that enables them to enjoy more sherry drinking occasions with their favourite brand," says Paul Woodward, Brand Director of Harveys sherries at ADUK. "Whereas Harveys Bristol Cream is enjoyed as a treat and an indulgence - perhaps as a reward with which to relax after completing household chores - Harveys Pale Cream is a perceived as a 'lighter', less alcoholic sherry and is more suitable for other occasions such as for a lunchtime aperitif.

"The pale cream sector is an important part of the sherry market in the UK, accounting for nearly 30% of category sales. Backed by its unique consumer endorsement, we anticipate the arrival of Harveys Pale Cream sherry 'special edition' at Sainsbury's to renew interest in the pale cream sector, driving incremental growth and profit during the important pre-Christmas period."

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* AC Nielsen May/ June 2002 MAT
** MSTS Ltd July 1999

Notes to editors
Harveys Bristol Cream sherry now accounts for 26.5% of all sherry purchases in the UK.