The promotion, created by agency Bullet, will encourage consumers to try the sherry with lemonade. Bristol Cream drinkers have an average age of 68, but the campaign will target 25- to 35-year-old men and women.
Activity will include point-of-sale material and brand ambassadors offering samples of the mixed drink in bars. If successful, the trial promotion in August will be expanded.
Customers who sample the drink and give feedback will be able to enter a prize draw for the chance to win a trip to Jerez in Spain, home to the Harveys vineyards. They will also receive a voucher for a two-for-one deal if they buy the drink in selected bars.
In January 2007, the brand's owner, Beam Global Spirits & Wine, appointed ad agency Initials to reposition the sherry. Press and in-store promotional activity attempted to expand the drink into the summer market and make it appeal to younger drinkers.
The activity is the sherry's first on-trade promotional attempt to capture the summer market, and is a move that mirrors the recent strategy of several other alcohol brands.
Earlier this month, Martini announced plans for a point-of-sale campaign promoting a range of cocktails made with the drink.
Meanwhile, the Italian liqueur brand Disaronno has also launched a range of summer activities highlighting its potential for use in cocktails.
- See cover story, p20.
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