The company has outlined plans to get rid of some of the Australian brand's 26 SKUs, especially those at the lower-end, and to move prices up across the range.
The changes were announced as Constellation revealed details of a ú12 million investment in Hardys that includes a national TV ad.
President Troy Christensen said the rationalisation was aimed at driving more consumers into the category.
"We're trying to get consumers to premiumise and to show them that Australia is more than just a value proposition."
He said the move was also motivated to a lesser extent by the need to meet the increasing cost of raw materials, duty rises and Australia's poor vintage.
Hardys is backed by biggest ad spend for a wine brand in the UK - see page 19.