New Products and Releases
CERTAINTY IN AN UNCERTAIN WORLD HERITAGE
While Accolade Wines is a young company, our history runs deep, with a proud heritage that includes some of the first wineries established in Australia. Hardys, a brand that pioneered the great tradition of wine blending, crushed its first grapes in 1853, while the roots of our flagship Western Australian brand, Houghton, go back to the mid-1830s. This rich heritage has helped build one of the world’s leading wine companies that today delivers approximately 27 million cases to 132 countries worldwide every year. “Hardys is one of Australia’s oldest brands and has been one of Australia’s Top 5 wine brands for over a decade,” says Nicola Paroissien, Head of Global Marketing,
44 drinks trade
Core Brands for Accolade Wines. “Its success is testament to the brand’s relentless desire to produce quality wines at every price point, consistently, year after year.” ‘’We have built on these strong foundations to create a unified global approach across our Hardys portfolio to elevate our brand and put product quality and consistency at the heart of all that we do.”
HARDYS
Hardys was launched by Thomas Hardy in 1853 against a backdrop of global uncertainty. This was the inspiration for the new creative theme, which guarantees certainty in an uncertain world. “This bold positioning is a testament to the high level of confidence we have in Hardys, which has won over 9000 global awards and
has delivered exceptional wines to our consumers for decades,” Nicola says. Accolade Wines will invest over $9 million globally in Hardys, its largest wine brand, with a new strategy, creative campaign, pack reposition and a Money Back Guarantee. As part of the through-the-line campaign, Hardys will offer consumers a no questions asked ‘money back guarantee’ if they are dissatisfied with their purchase. The guarantee will be communicated through digital advertising, on pack, in store and social media channels in Australia and the UK from October to December. The campaign, ‘Certainty in an Uncertain World’, will champion Hardys’ quality and heritage through in-store
