The club will only sell Hardys wine

The club will only sell Hardys wine

Accolade Wines has launched an online scheme dedicated to UK sales of its Hardys brand.

The private equity-owned group said today (30 May) that members of the free-to-join 1853 Club will get advanced warning of new allocations and the first chance to buy. Consumers will also be able to enter exclusive competitions and receive special promotions.

A spokesperson said the club is aimed at raising awareness of Hardys' premium portfolio and reach out to consumers nation-wide. 

Shipments will be handled by Accolade's plant in Bristol, with free delivery for orders over GBP50 (US$84).

The launch comes after Accolade signed a deal earlier this year to make Hardys the Official Wine of England Cricket

Accolade's private equity owners, CHAMP, secured a US$300m loan in March to help strengthen the business