Jo Smith, brand manager for Cockburn's at ADUK
, said: "After extensive consumer research, it is clear that consumers do not yet fully engage with or understand the different styles of Port and their purchase decisions are mainly price-led.
will also run an extensive sampling programme targeting 100,000 consumers.
Paul Woodward, brand director of Harveys sherries at ADUK
, said: "The pale cream sector is an important part of the sherry market in the UK, accounting for nearly 30% of category sales.
This campaign will be one of the biggest of any spirit brand in the run up to Christmas," said Neil Anderson, senior brand manager for Tia Lusso at ADUK
He joined ADUK
in 1996, holding posts such as international brand director for Tia Maria and Teacher's Scotch Whisky.