UK: Hardy's launch new red blend in UK run up to Christmas

By Chris Brook-Carter | 8 November 2000

The UK's third largest wine brand Hardy's Stamp of Australia range is extending its portfolio with the introduction of a Cabernet Merlot blend this November.The addition of the blend, Hardy's hope, will give more balance to a portfolio that had relied too heavily on white wine in a market increasingly red-oriented.Bryonie Grieveson, Australasian brand manager for BRL Hardy Europe, said: "Unique vineyard management techniques have resulted in an outstanding vintage in the Riverland, the grape sourcing area for the Stamps range. This combined with an increase in fruit following additional vine plantings, has resulted in the production of the new Hardy's Stamp of Australia Cabernet Merlot."Hardy's is currently the subject of a £1.3m advertising campaign including TV, press and cinema which will reach an estimated 10m people during the run up to Christmas.

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The UK's third largest wine brand Hardy's Stamp of Australia range is extending its portfolio with the introduction of a Cabernet Merlot blend this November.The addition of the blend, Hardy's hope, will give more balance to a portfolio that had relied too heavily on white wine in a market increasingly red-oriented.Bryonie Grieveson, Australasian brand manager for BRL Hardy Europe, said: "Unique vineyard management techniques have resulted in an outstanding vintage in the Riverland, the grape sourcing area for the Stamps range. This combined with an increase in fruit following additional vine plantings, has resulted in the production of the new Hardy's Stamp of Australia Cabernet Merlot."Hardy's is currently the subject of a £1.3m advertising campaign including TV, press and cinema which will reach an estimated 10m people during the run up to Christmas.

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