Hardy's goes upmarket with tighter regional identity
Hardys has re-launched its premium quality William Hardy range with a much tighter regional focus. Formerly labeled as simply “South Australia”, the Chardonnay will now come from Limestone Coast, while the Shiraz will use grapes sourced from Langhorne Creek.
The aim is to create “a clear and credible step up for consumers” from the brand’s Nottage Hill and Hardys Stamp ranges and is part of a push by brand owner Accolade Wines to position Hardys into a more upmarket brand.
Accolade reported a strong uplift for Hardys in the UK over the 2014 Christmas period, when it sold 1.5 million bottles more than during the previous season. Meanwhile Nielsen MAT data to January 2015 pointed to value growth of 7%, outperforming the overall UK wine market.