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Maxxium UK launches Signature by Harveys

Maxxium UK is introducing Signature by Harveys, a premium cream sherry, initially launching in Tesco this October and rolling out across specialist convenience stores. This new release is described as “the ultimate expression of a rare cream sherry” that “showcases the brand’s exceptional 200 year blending and winemaking heritage”.

Created by Harveys’ winemaker Manuel J. Valcarcel, Signature by Harveys is a blend of sherries that have been aged for an average of 12 years.

Positioned as a premium expression, the wine is notably different on shelf with a luxurious black label, featuring the wine maker’s signature and gold writing to reflect the age and complexity of the product. It is available in 50cl bottles at 19%ABV and with a RRP of £11.99.

The packaging was designed by Pocket Rocket Creative and features a clear 50cl Bordeleux style bottle with a cork closure that has a black crown and pvc sleeve with Harveys printed on it. The labels are coated matt black with gold stamping, embossing and white flexo-priint. The design is repeated on the carton,

Signature by Harveys joins the Harveys range of sherries: Harveys Fino, Harveys Bristol Cream, VORS Amontillado, VORS Palo Cortado, VORS Oloroso and VORS Pedro Ximenez.

Maxxium marketing controller, Eileen Livingston says: “Cream sherry is the core of the category and Signature by Harveys taps into the growing trend for higher styles driven by the sherry resurgence in the on-trade. Signature by Harveys provides our retail partners with a premium cream sherry from a trusted brand that will meet the consumer thirst for a fortified wine rich with character.”

22 September 2014 - Felicity Murray The Drinks Report, editor