BEAM is hoping to promote new ways of drinking sherry with a £1m investment in its Harveys brand this year.
The 'Harveys: For chilled out occasions' campaign, running from the end of March, is targeted at women in the 30-plus age group.
The campaign aims to encourage drinkers to put the sherry in the fridge and then drink it chilled.
The year-long campaign will include on-pack activity, sampling and PR.
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