Accolade Wines is to globally invest over £5m in core brand Hardys with a new strategy and creative campaign. This is launching first in the United Kingdom this month.

The campaign, entitled ‘Certainty in an Uncertain World’, will emphasise Hardy’s ‘quality and heritage’ through in-store activity, digital advertising, social media and public relations. This is through a £2m investment behind the brand in the UK during the first six months.

Elements of the campaign are also being designed for specific use in global travel retail, at airports and ferry terminals in particular.

Caroline Thompson-Hill, European Marketing Director, Accolade Wines said: ‘’We have built on these foundations to create a unified global approach across our high performing Hardys portfolio to elevate our brand from the crowd and reflect its visionary outlook with quality at the heart.”

She added: “This bold positioning is a worldwide declaration of the confidence we have in Hardys which has won over 9,000 global awards and over delivered against the competition for decades.”

NEW HARDYS PACKAGING

Hardys, which was launched in 1853, has unveiled a packaging update which is being rolled out across the range including Hardys VR, Hardys Crest and Hardys Stamp.

According to the company, the design will premiumise and unify the portfolio with strong visibility for the Hardys logo and crest on every bottle in the portfolio.

Hardys’ wines listed in GTR will have the new look later in the year, as vintages change on the more premium wines sold within the channel.

Rupert Firbank, Accolade Wines Commercial Director, Global Travel Retail commented: “Hardys is a key brand for us within the global travel retail sector where consumers are reassured by its consistent quality and brand status. Last year, we sold more than 1.3 million bottles of Hardys in travel retail and this is a figure that continues to grow.

“In GTR, we focus more on the premium end of the Hardys spectrum and see this distribution channel as the perfect opportunity for the existing Hardys lover to trade up and for new consumers to discover the brand. The new campaign perfectly sums up the premise that — at a time when the world feels uncertain, we know that we can offer a guarantee that Hardys quality will never let you down.”

Ade McKeon, Regional Managing Director Europe concluded: “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.”