Australian wine brand Hardys – part of the Accolade Wines portfolio – is rolling out a global rebrand and consumer campaign titled ‘Certainty’.
New wine packaging has arrived in Australia’s liquor stores and will be followed by the new consumer campaign in July, together with a “money back guarantee” promise across the range in October and November 2020.
With more than 18 million bottles sold annually, Hardys is the nation’s second biggest red and white bottled brand in volume and fourth biggest in value.
Julien Marteau, Marketing Manager – Core Brands at Accolade Wines said: “Hardys new packaging, as part of a global rebrand, is designed to provide a unified, family feel across our expansive and diverse wine range. The bottle labels now clearly communicate our rich heritage, outstanding quality and feature premium cues to improve brand presence, strength and differentiation on-shelf for our consumers.”
The Hardys Certainty campaign was inspired by the journey of Thomas Hardy who in 1853, against a backdrop of global uncertainty, launched a wine brand with an audacious goal – to craft wines ‘revered around the world’ and to be ‘enjoyed and understood by all’.
The investment behind the upcoming Certainty campaign includes in-store activations along with out-of-store amplification across print, digital and out of home advertising, and PR.
The Hardys campaign will also introduce a money back guarantee across its entire wine range, delivering consumers reassurance and certainty in their wine choice at-shelf.
“Consumers are looking for brands and products that they trust and can be certain to deliver on their promise of quality,” Hardys Winemaker Nic Bowen said.
“For wine drinkers, the purchase of wine can be daunting with thousands of wines to choose from. Hardys delivers certainty to consumers so they can sit back and enjoy their wine of choice – or receive their money back, no questions asked.”
The refreshed Hardys wine portfolio will feature a consistent look and feel, premium label aesthetics including the iconic black and gold Hardys logo and a crest on every bottle.
The first Hardys wines to adopt the new label include the 2019 vintages of consumer favourites HARDYS (Varietal Range) VR Chardonnay, VR Semillon Sauvignon Blanc, VR Merlot, Stamp Merlot and Stamp Cabernet Sauvignon, all of which will roll into stores nationally from this month.
They will soon be followed by Hardys Tintara, William Hardy and Nottage Hill.