For the first time in 15 years, British sherry Harveys has relaunched its The Bristol Cream packaging with a makeover, featuring a thermochromic ink logo which changes colour as it hits the perfect serving temperature.
The new bottle, which lands on supermarket shelves this month, is designed to encourage consumers to reimagine the consumption and drinking traditions of Harveys, by chilling the sherry in the fridge and serving over ice with a slice of orange.
When the sherry is cold and ready to be poured, the Harveys logo on the label will turn blue. The brand said that this provides a new taste experience, “opening up the sherry’s rich, mellow and long-lasting finish – much more than when served at room temperature”.
The new positioning replicates how sherry is served in Spain, where Harveys is produced, as well as expanding the expected drinking occasions for sherry as an all-year-round drink choice.
Along with the bottle refresh, Harveys has invested more than £250,000 in off-trade promotion, with sampling and activation at point of purchase in store and online.
Jen McCormick, head of sherry brands at 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 rethink Harveys sherry.
“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.”
Found in the ambient aisle, Harveys The Bristol Cream is available in the UK with a recommended retail price of £10.
