Allied Domecq Spirits & Wine (UK) Ltd (ADUK) has announced that it is extending distribution of Harveys® Pale Cream sherry to other major retailers following the overwhelming consumer response to its limited pre-Christmas release in Sainsbury's.
Leveraging the reputation and heritage of the UK's number one sherry brand, Harveys Bristol Cream, Harveys Pale Cream sherry has also been a big hit with sherry consumers. Skillfully aged and blended from the very best traditional Jerez wines, its fresh, light bodied taste profile consistently outperformed its major competitor by 61% to 36% in blind taste tests conducted with target 35 – 65 ABC1 consumers.2
Gareth Brown, Brand Manager for Harveys at ADUK, comments, "Harveys Pale Cream sherry offers loyal Harveys Bristol Cream consumers an additional style of sherry from the market leader, enabling them to enjoy more sherry drinking occasions with their favourite brand. Our research shows that sherry consumers enjoy a pale cream sherry at daytime occasions, such as late morning or before lunch. Harveys Pale Cream sherry gives them the assurance of quality that is synonymous with Harveys whilst satisfying these lighter consumption moments.
"Sales during the test period were extremely encouraging – for both Harveys Pale Cream and Harveys Bristol Cream sherries. In fact, part of the test period included a joint promotion of Harveys Bristol Cream and Pale Cream that delivered incremental rate of sale to the category," Brown continues.
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, Harveys Pale Cream sherry is renewing interest in the pale cream sector and is set to drive further incremental growth and profit for retailers.
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Notes to editors
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Harveys Bristol Cream sherry is the number one selling brand in the UK, accounting for 26% of all sherry purchases. (AC Nielsen volume MAT off trade Jan/ Feb 03)
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MSTS Ltd July 1999
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The RRP for Harveys Pale Cream sherry is £6.49.
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Harveys and Bristol Cream are registered trademarks of Allied Domecq Spirits & Wine Ltd.
For further information please contact:
Bryony Wright/ Mark Hunt
Jefferson Hunt Communication Consultants
Tel: 0117 909 1834/ 07974 741764
Email: bryony@jeffersonhunt.co.uk
