Top 10 global wine brands 2017

8: HARDYS


Brand owner: Accolade Wines

Head office: Reynella Road, Reynella SA, Australia

Tel: +61 (0)8 8392 2222

Website: hardyswines.com

Brand controller: Ade McKeon, general manager for UK & Ireland

Product range: Voyage, Chronicles, VR, Stamp, Crest, Nottage Hill, William Hardy, Oomoo, Sir James Sparkling, Tintara, Eileen Hardy and Thomas Hardy

Volume 2015: 9.5m 9l cases
 Volume 2016: 9m 9l cases
 Change: -5%

On sale in 150 countries, Australian wine brand Hardys saw its global sales dip by 5% last year, which the brand’s EMEA marketing director, Paul Hillier, puts down to “a shift in retailers’ promotional strategies”. He continues, “The loss of half price promotions has meant that shoppers are buying less and some have switched out wine altogether”.

In 2014 Hardys became an official partner of England cricket, which it continues to sponsor with above the line advertising and limited edition in-store packs. In 2015 the brand join forces with Sky Sports to sponsor its live coverage of the Ashes. It also became a partner of the MCC, owner of Lords cricket ground. In the UK a £3.5 million advertising campaign – the largest marketing investment by a wine brand in 2015 – celebrated Hardys sponsorship of the England cricket team and played on the rivalry between England and Australia.

Last year the brand stepped up its “premiumisation objective” by unveiling new labels and a tightened regional focus for its William Hardy range. Formerly labelled as simply ‘South Australia’, the Chardonnay now comes from Limestone Coast, while the Shiraz uses Langhorne Creek fruit to create “a clear and credible step up for consumers” from the brand’s Nottage Hill and Hardys Stamp ranges.

“The number of shoppers who buy Hardys off deal has increased in the last year amd Hardys has some of the highest rates of repeat shoppers, showing thriving brand loyalty,” says Hillier.

7 Responses to “Top 10 global wine brands 2017”

  1. My wife and I discovered the Barefoot brand a few years ago and it remains our entertainment beverage.

  2. KRYSTAL says:

    I just wished they stocked more products, especially the 187ml bottles, in the UK. I prefer the white Moscato and always have a nightmare trying to find it in the UK.

  3. suman says:

    Nice information i like your article. hope it will be help me

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  4. Todd says:

    Why isn’t Franzia #1 at 23.7 million 9 liter equivalents? Source: Impact Databank and Wine Handbook 2017

  5. Emma Brown says:

    I love wines. Thanks for letting us know one more good wine brand. I liked the Golden Icewine Valley. Do you know any wine brands specializing in Napa Valley wines.? I have one here https://www.precisionwineco.com/. Would love to know some more Unique Napa Brands.
    Thanks.

  6. M Hartmann says:

    Top ten is a useful list for wines to avoid. The huge factory approach turns me off. I want to drink wines made by farmers and winemakers not chemists and MBAs. 🙂

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