Constellation Europe has revamped the packaging of its Hardys wine brand for the UK market.

The redesign will run across the entire Hardys sub-brand portfolio, and will be rolling out through all channels in all markets over the course of the summer, starting this month, the company said today (5 May).

In addition to making the range "clearer and easier to navigate", the company said it is hoping that the new packaging will "encourage greater consumer recognition" across the core Hardys sub-brands in the on- and off-trade.

The new packaging has been designed to reinforce the brand's heritage with more emphasis on the 'Established 1853' message, as well as offering a more "attractive and premium feel".

Clare Griffiths, VP of European consumer marketing for Constellation Europe, said: "We are very much looking forward to seeing the new Hardys packaging roll out across the UK. We are confident that it will continue to build momentum for the UK's Number 1 Australian wine brand, and help drive valuable sales in the category as a whole."

The new packaging launch will be supported throughout the summer by marketing activity, including an above-the-line campaign and in-store activation.