UK: Hardys unveils new wines, new look

By just-drinks.com editorial team | 15 July 2008

Hardys is unveiling two new wines and a new look for its brand.

In a bid to highlight the "tradition, regional credentials and progressive attitude" of the brand, Hardys has embarked on a new marketing campaign for its wines.

"Hardys has been built on a tradition of winemaking innovation and determination, and our new focus and new wines demonstrate this continued pursuit of regional exploration," said Bill Hardy, great great grandson of the founder.

Newly appointed Hardys winemaker, Paul Lapsley, outlined two new wine ranges that will be available over the coming months.

"These wines build on the great blending tradition of Hardys, both varietal and regional blending, and are inspired by the enduring wines created by the Hardys winemakers in the 40s, 50s and 60s," he said.

This latest campaign follows on from Constellation Europe's March investment of GBP12m (US$23.9m) behind Hardys, to encompass TV advertising and a number of sponsorship deals in the UK.

Sectors: Wine

Companies: Constellation