Harveys marks royal milestone

Maxxium UK has unveiled a special edition of Harveys Bristol Cream to mark the 60^th anniversary of Her Majesty Queen Elizabeth II’s coronation.

Launching in July, the new design will enjoy a major showcase alongside fellow Royal Warrant Holders at the Coronation Festival, which takes place in the gardens of Buckingham Palace from 11-14 July.

The event will see the Sherry brand hand out samples of its signature serve, over ice with a slice of orange, to the 60,000 guests.

Elsewhere, the special edition bottles will be made available across various off-trade sectors, including multiple grocers, cash & carry and specialist convenience stores.

Maxxium is supporting this with point of sale material, advertising in in-store magazines and an online competition to wine prizes including a weekend break at the Goring Hotel.

“As a privileged holder of a Royal Warrant, we are delighted to offer this beautiful Coronation Edition to consumers as the perfect souvenir to mark the 60^th anniversary of The Queen’s Coronation,” said Maxxium marketing controller, Eileen Livingston.

With the Harvey’s brand dominating the UK Sherry market through its 24.5% volume share (Nielsen MAT to 18 August 2012), Livingstone explained: “This activity not only celebrates our commitment to recruiting new consumers and re-engaging with existing drinkers but also to building interest outside the Christmas season.”

Although last year’s Diamond Jubilee celebration marked the 60th anniversary of the Queen’s accession to the throne following the death of her father George VI on 6 February 1952, this year’s festivities celebrate the 60th anniversary of her coronation, which took place over a year later on 2 June 1953.