The company said there are now more producers in South Africa with Fairtrade accreditation, which made it possible for them to convert the brand.
Marketing director Amy White said: “With the expansion of Fairtrade in recent years we are confident that we have secured a long-term, quality supply source and we have been and will continue to work with local growers to ensure consistency and quality for years to come.
“We are committed to Fairtrade as it guarantees investment back into local communities, improving working conditions and the standards of living for farm workers and their families.”
Education and computer services are among the benefits for grape growers under the Fairtrade scheme.
Fairtrade Foundation wine manager Anna Pieredes said: “We are thrilled to be welcoming Fish Hoek to the continuously growing family of Fairtrade wine. This launch means more vital economic and social benefits for growers, their families and communities – and more lives transformed.
“Fairtrade wine goes from strength to strength, both in the UK and globally. To have a major business such as Accolade Wine on board is a great boost of confidence for the entire Fairtrade movement, and we hope the switch will inspire other brands to follow suit.”
Accolade has also launched a £4 million ad campaign for Hardy’s, including cricket broadcast sponsorship on Sky Sports and sponsorship of the England cricket team.
The company says this may be the biggest above-the-line investment by a wine brand in the UK.
A new creative plays on the rivalry between the English and Australian cricket teams for the Ashes, and a digital campaign will run alongside the TV push.
General manager Paul Schaafsma said: “It has been a fantastic first year for Hardy’s, and England cricket, and now the second year is off to a great start with England’s success against New Zealand. We are delighted to be extending our agreement with Sir Ian Botham, as a cricket ambassador for the brand, and to be working with Michael Vaughan and bowler Stuart Broad for the first time.
“Hardys continues to be the UK’s number one wine brand. The brand’s performance goes from strength to strength and in the past 12 months we have sold 6 million bottles more than in the previous year.”