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Hardys launches canned format in the UK
The UK’s largest wine brand, Hardys is launching three new varieties in aluminium cans to tap into the on-the-go market.
The new Hardys canned range, which launches next month across the retail channel, will comprise a rosé, chardonnay and shiraz (RRP £2.25 for 250ml). It has also lined up on-trade and festival listings for the summer.
Lindsay Holas, brand manager at Accolade Wines, said that the flexible and convenient format would appeal to younger shoppers, opening up whole host of drinking occasions and audiences for an on-the-go format.
“Offering a convenient and easily recycled option, we’re expecting the cans to be a hit at festivals in the next few months, whilst also performing well in retail, with their compact size making them perfect for picnics and outdoor summer occasions,” she said.
“Hardys cans uphold the same taste and quality as our standard full sized formats and following on from our new TV advert and marketing campaign, we’re sure they will be a hit with consumers this summer and beyond.”
The single serve can are also set to tap into the trend for moderation in alcohol consumption, and come on the back of a 46% growth of light canned wine consumption since 2020, which is now worth around £11.4m a year, representing around 0.2% of total light wine.
The aluminium cans are fully recyclable, which Accolade said re-enforcing its long-term commitment to sustainability and reducing its impact on the planet.