HARVEYS HAT-TRICK

Published: 23 July, 2008

By Stuart Peskett

It's taken two years and more than 1 million in research and repackaging, but Allied Domecq UK has relaunched its new-look Harveys range. The range comprises Harveys Bristol Cream, which remains in its trademark blue bottle; Pale Cream, which is packaged in a green bottle; and Harveys Amontillado Sherry, which is the new name for Harveys Club Classic, and is now packaged in an amber bottle. The products' front labels now indicate the style of Sherry more clearly, while the back labels display serving and food-matching suggestions. Beltran Domecq, PR director of Allied Domecq Espaa and Master Sherry and Brandy de Jerez, described the new packaging as sexy', while Harveys senior brand manager Rosie Kent said that the company had had extremely positive feedback: We're really pleased with the way it's come out. We've taken it to wine buyers and they've said it's absolutely the most sensible thing to do. They've said it looks brilliant and that they're really excited to work with us. I feel that now we've got the basis of a really great campaign.' A three-month promotional deal with Country Living magazine has also been negotiated, which will feature advertorials, sponsorship, competitions and offers to subscribers.

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