Sherry and port to get image revamp

The company behind Harveys sherry and Cockburn’s port is attempting to reposition the brands for drinkers in their 30s.

Beam Global Spirits & Wine, which wants to scrap the image of sherry and port as the drinks of choice for the older generation, is planning new versions of the tipples. It has appointed Focus PR.

A new fino (dry) port hits the shelves this month, targeted at 'foodies' and distributed by Tesco. Details of a new sherry are undisclosed.

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