Accolade gains listings for higher tier Australian ranges

08 April, 2013

Accolade’s plan to increase its presence in the ultra-premium wine market has gathered pace with the news that Majestic will stock its Eileen Hardy Chardonnay. 

The wine is named after the matriarch of the famous Australian wine producing family and is sourced from cool climate Tasmania, Yarra Valley and Tumbarumba fruit.

The 2009 vintage won a host of awards at international wine competitions in 2012 and Majestic will take a 500-case allocation.

It will sell for £25 per bottle.

Matt Pym, wine buyer at Majestic, said: “Top notch Aussie Chardonnay is really getting our customers and staff excited again nowadays. Whilst retaining the expected Australian ebullience of fruit, Eileen Hardy Chardonnay has real class and breeding, balance and length. Typical of how sophisticated Australian Chardonnay has become.”

Majestic will also list a new exclusive range of wines specially created for the retailer called Hardys Signature.

The four varietal wines will be sold at £8.99, with a £6.99 multi-buy price.

The news follows a listing for the William Hardy range at Morrisons.

The range is named after Bill Hardy, fifth-generation descendent of company founder Thomas Hardy and grandson of Eileen, and will be sold at £9.99, reduced on promotions.

Waitrose will stock a limited-edition Hardys Chardonnay which celebrates the brand’s 160th anniversary, which will be sold at Waitrose at £8.99
Accolade’s UK general manager Paul Schaafsma believes these wines will do wonders for the Hardys brand “in terms of a halo effect”.

He said: “In the UK we are best known for our Stamp, Nottage Hill and varietal ranges.

“They are big-selling wines, but we want to introduce our customers to more premium wines, then bring them up through the range, offering complex, interesting wines at each price level.”

His aim is to have the William Hardy range at all the major multiples in a bid to take on higher tier rivals in the fast-growing premium wine sector.

And he expressed his delight at listing with Majestic, adding: “This kind of link up is a great opportunity to showcase the excellent quality of the wines that come from the Hardys stable. The Eileen Hardy Chardonnay is one of our icon wines and well suited to the palates of the kind of discerning drinkers Majestic attracts.”

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