UK: BRL Hardy to launch "different" sparkler

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BRL Hardy is tapping into the continued growth of the UK sparkling wine market by launching an Australian sparkling wine called Omni.

Already available in Australia, Hardy says the Pinot/Chardonnay wine is positioned as a "little bit different" from other offerings, primarily targeting the 25- to 40-year-old style conscious consumer.

"While the wine has universal appeal, Omni's black, silver and red packaging is a real departure from the more traditional sparkling wines currently on the market, thereby helping to communicate the brand's positioning," said Bryonie Grieveson, UK brand manager for Omni.

She continued: "The New World is driving the UK sparkling wine market and we are confident that Omni is an innovative and exciting product that will generate additional sales in the category for the trade."

The brand will retail at £6.99 and its launch will be supported throughout the year with a programme of promotional activity.


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