New premium look for Hardys

01 May, 2009

Hardys has been given a more premium image in a repackaging exercise by Constellation Europe.

The redesign, which takes in all the Hardys sub-brands including Stamp and Nottage Hill, emphasises the “established 1853” message. It also aims to create more of a distinction between Hardys' standard brands and the premium range, which includes Oomoo, Eileen Hardy and Thomas Hardy.

Constellation said the move would underline the brand’s heritage but also “make the range hierarchy clearer and easier to navigate”.

The new look will be rolling out through all channels in all markets over the summer, starting this month.

It will be supported by “significant marketing activity, including an above-the-line campaign and in-store activation,” Constellation said.

European consumer marketing boss Clare Griffiths said: “We are confident that it will continue to build momentum for the UK’s number one Australian wine brand, and help drive valuable sales in the category as a whole.

“Constellation will continue to invest in building consumer affinity with Hardys, both through developments such as this, and by consistently offering consumers wines they enjoy from a brand they recognise and trust, and at a price that motivates.”




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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