For the first time in 15 years, sherry brand Harveys has relaunched its Bristol Cream bottle with a new design, featuring an on-pack logo which changes colour when it reaches a certain temperature.

The new bottle, available in stores from this month, is designed to appeal to consumers who want a rich and long-lasting sherry.

Along with the bottle refresh, Harveys has also invested more than £250k in off-trade promotion, with sampling and activation at point of purchase in store and online.

Jen McCormick, head of sherry brands at brand owner Whyte & Mackay, said: “By refreshing the Harveys ‘The Bristol Cream’ bottle and label with a new thermochromic ink feature, it not only modernises the design, but provides a clear call to action for the consumer to re-think Harveys sherry. And as the number one sherry brand in the UK, we are dedicated to finding new ways to innovate in the category.

“The liquid itself is the same classic blend of delicate finos, aged amontillados fragrant olorosos, and wine from the special Pedro Ximenez grape. It still has its place in the classic trifle recipe, but we want to encourage our consumers to drink Harveys as it is enjoyed in Spain and make space for the new, cooler serve in their fridge.”

Harveys Bristol Cream is available to retailers now (rrp £10).

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