Hardys advances upmarket push

Hardys has taken the next step in its “premiumisation objective” by unveiling new labels and a tightened regional focus for the brand’s William Hardy range.

The new William Hardy labels

Formerly labeled as simply “South Australia”, the Chardonnay will now come from Limestone Coast, while the Shiraz will use Langhorne Creek fruit.

Outlining the mission to create “a clear and credible step up for consumers” from the brand’s Nottage Hill and Hardys Stamp ranges, marketing director Amy White said: “we’re very pleased to be able to offer our consumers the opportunity to try wines from new, premium regions whilst giving them the reassurance of the Hardys name.”

The move represents the latest step by brand owner Accolade Wines to push Hardys into a more upmarket position through initiatives such as its Hardys 1853 Club and sponsorship deal with the England and Wales Cricket Board.

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.