Harveys
Think Christmas, Think Sherry, Think Harveys
Sep 27, 2005, 13:30

Of all sherry brands, Harveys® Bristol Cream® is best placed to help retailers maximise the huge Sherry opportunity.  As the UK and world’s favourite brand of sherry, Harveys Bristol Cream enjoyed a massive 35% of the volume share of the UK sherry market* last Christmas. In addition, Harveys Bristol Cream was the fourth best-selling branded alcoholic drink*¹ during the Christmas period in 2004, reaffirming the significance of the Christmas period for Sherry.

“Christmas offers a golden opportunity for consumers to trade up and therefore help retailers to drive incremental margins,” explained Jo Smith, Brand Manager for Harveys. “Retailers should not underestimate the uplift in sales during the Christmas period or the role that Harveys plays in the minds of UK sherry consumers during the festive period. Consumers are predisposed to buy something a bit special for themselves or as a gift at Christmas, and are attracted by premium quality brands that have real authenticity and heritage such as Harveys.”

Christmas is also an excellent opportunity to increase consumer interest in the sherry category and to encourage trial of other styles of sherries. To support this Harveys will be distributing 85,000 of its popular Harveys® Discovery Packs through ASDA over the Christmas period.  Containing a 10cl bottle each of Harveys® Bristol Cream®, Harveys® Pale Cream and Harveys® Amontillado, the Harveys Discovery Pack, was the 10^th best selling sherry product across all retailers last year*¹, offers consumers a very simple and affordable way of trying a different style of sherry from a trusted premium sherry house.

“With over 30% of all sherry purchases made in the eight week period before Christmas*, retailers cannot afford to ignore sherry”, continues Smith. Furthermore, with over 40% of total sales of Harveys Bristol Cream* occurring in the same period, the significance of the UK’s leading brand in driving the sherry market is evident. Substantial foundations have been laid down over the previous 12 months to ensure the Christmas period is a huge success for all involved,” she concludes.