UK: Constellation unveils second Hardys burst

By just-drinks.com editorial team | 4 September 2008

Constellation Europe has unveiled the next phase of advertising for its Hardys wine brand in the UK.

The TV ad campaign, which starts on 17 September and runs until 14 October, will be supported by Hardys' ongoing sponsorship deal with Sky Box Office, the company said today (3 September).

The second wave of TV advertising will also be supported below-the-line for key trade channels and customers and will focus mainly on the Nottage Hill brand.

Clare Griffiths, VP European consumer marketing for Constellation Europe, said: "Hardys is the UK's biggest wine brand and it continues to bring so much to the wine category. The second phase of our advertising campaign will reassure consumers of the brand's number one status in a very fragmented category."

The activity is based on Constellation's consumer research programme 'Wine Nation' and specific Hardys' research to understand "what makes the consumer motivated, engaged and passionate about wine", the company said.

Constellation Europe recently added two new wines to its Hardys range in the UK as part of a GBP12m (US$23.8m) investment in the brand. Hardys Stamp Shuttles and Nottage Hill half bottles launched in July.

Sectors: Wine

Companies: Constellation