The “For Chilled Out Occasions” campaign is looking to reposition the brand as a drink for young women, by serving it over ice. Marketing manager for Beam UK said: “Frankly sherry is in trouble in the UK and our strategy, as with all of our other brands is to drive value of volume in the category.”

Activity to engage younger drinkers will encourage them to store Harveys in the fridge and drink it chilled. The campaign will run throughout the year, incorporating PR, sampling & on-pack activity, supporting both on and off trade customers.

Mr Munro also announced a £36m marketing spend for 2007 across the Beam UK portfolio, which includes spirits brands such as Courvoisier cognac and Maker’s Mark bourbon.

Beam UK is celebrating its first year of business, since being set up on the back of Pernod Ricard shedding some spirits brands after its purchase of Allied Domecq. Those brands were picked up by Beam UK's parent company Fortune Brands, which set up the Beam UK operation.

Source: The Publican