Accolade Wines relaunches Hardys with £5 million push

Accolade Wines is relaunching its Hardys wine brand, backed by a £5 million investment which will include a new strategy and marketing campaign.

The campaign, Certainty in an Uncertain World, will launch first in the UK. It will champion Hardys’ quality and heritage through in-store activity, digital advertising and social media with a £2 million spend behind the brand in the UK in the first six months.

Caroline Thompson-Hill, European marketing director for Accolade Wines, said: “Hardys has dominated the UK market for over a decade and its unrivalled success is testament to the brand’s relentless desire to produce quality wines at every price point.

“We have built on these foundations to create a unified approach across our high performing Hardys portfolio to elevate our brand from the crowd and reflect its visionary outlook with quality at the heart.”

Hardys was launched by Thomas Hardy in 1853 “against a backdrop of global uncertainty”, the producer said. This was the inspiration for the new creative theme, which “guarantees certainty in an uncertain world”.

Thompson-Hill said: “This bold positioning is a worldwide declaraion of the confidence we have in Hardys which has won over 9000 global awards and over delivered against the competition for decades.”

As part of the marketing campaign Hardys will offer consumers a no questions asked “money back guarantee”, which will be communicated across brand activations at point of purchase, through digital advertising and via social media.

Hardys has also unveiled a packaging update, which is being rolled out across the range including Hardys VR, Hardys Crest and Hardys Stamp. The design aims to premiumise and unify the portfolio with strong and consistent visibility for the Hardys logo and crest on every bottle in the portfolio featuring the brand’s distinctive black and gold colours.

Ade McKeon, regional managing director Europe, said: “Hardys is at the forefront of the UK wine market and has secured its status with pioneering wine making and consistent marketing. We take no one bottle sold for granted and we have a passion to delight every consumer with every sip of our wine.

“At a time when the world feels uncertain, we know that we can offer a guarantee that Hardys quality will never let you down. We are so certain that we will provide a refund to any consumer that isn’t completely satisfied. It’s a bold statement in a bold creative and it’s fitting for a brand that has always set the standard.

“Our significant investment will promote Hardys enduring and popular benefits to drive consumer demand. Hardys delivers the trade strong incremental sales and profit through the portfolio which offers wines at every price point for any occasion.”

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