Aussie wine infiltrates English cricket

21st March, 2014 by Gabriel Stone

Australian brand Hardys has announced a major three-year sponsorship deal, which makes it the official wine partner of England Cricket.

HardysThe agreement will give Hardys a high profile presence during England’s Test and T20 series against Sri Lanka and India this summer. It mirrors a similar move by the brand at the end of last year in its domestic market, where Hardy’s is now the official wine of Cricket Australia.

Announcing the deal at Lord’s Cricket Ground, Accolade Wines general manager Paul Schaafsma revealed that this core partnership with the England and Wales Cricket Board will be supported by additional agreements between the brand and Sky Sports, as well as a partnership with former England captain and “passionate wine man” Sir Ian Botham.

The brand will run a “fully integrated” marketing campaign around England’s summer international fixture schedule, with activities set to include tastings, advertising and the chance to win match tickets through a competition on bottles of Hardys.

With a particular focus on using this partnership to gain greater exposure for its higher end wines, Hardys is also launching the “1853 Club”. This offers cricket fans the chance to buy a number of its “premium level” wines whose supply in the UK is limited. A further profile building exercise for the brand’s upper tier wines will see its Eileen Hardy range served to guests in Lord’s famous Long Room.

Among those present for the announcement was Bill Hardy, brand ambassador and great-great-grandson of the brand’s founder Thomas Hardy. Describing himself as “very excited” by this latest cricket tie-in, Hardy remarked: “It is a sport close to my heart and has been enjoyed by the many generations of the Hardy family.”

Meanwhile, Schaafsma added further explanation for the deal, noting: “Not only does the sport celebrate a rich heritage similar to the brand’s, but it is also one of the country’s most popular sports and provides us with a fantastic opportunity for exposure, sampling and sales.

“We are fully committed to maximising this partnership and look forward to sharing exciting marketing plans in due course.”

 

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

New Business Development Manager Nordic

Concha Y Toro
Stockholm, Sweden

Experienced Administrator

The Drinks Business
Central London, UK

Sales Executive (London – Craft Spirits)

Bimber Distillery
London, UK

2 x Buying Assistants

Berry Bros. & Rudd
Battersea and Basingstoke, UK

Temporary Christmas Sales Support - Wines & Spirits

Harrods
Knighsbridge, London, UK

Head of Wholesale

Hispamerchants Ltd
London, UK

Sales Manager

Hispamerchants Ltd
London, UK

The World Bulk Wine Exhibition

Amsterdam,Netherlands
20th Nov 2017

The Drinks Business Green Awards 2017

London,United Kingdom
20th Nov 2017

The Global Spirits Masters Lunch

London,United Kingdom
1st Dec 2017
Click to view more

Green Awards 2017

Deadline : 25th October 2017

The Global Riesling Masters 2017

Deadline : 30th October 2017

Click to view more

Champagne Masters 2017

The only Champagne blind tasting in the UK, the competition will reward the best wines in the following categories:

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

Click to view more