New packs, new ranges and vintage 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, 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

activity, digital advertising, social media and PR, with a $1M+ spend behind the brand in Australia in the next 12 months.

The new platform marks a milestone for Hardys as it moves towards a globally consistent creative platform that supports its position as Australia’s No 3 wine brand, with retail sales of $113M and a clear gap to its nearest competitor.

BRANDS

Hardys has also unveiled a full brand packaging update being rolled out across the entire range, including consumer favourites- Hardys VR, Hardys Stamp of Australia, Tintara, Hardys Brave New World, Hardys The Chronicles and William Hardy. The design premiumises and unifies the portfolio, with strong and consistent visibility of the Hardys logo and Thomas Hardy & Sons crest, featuring the brand’s distinctive black and gold colours, on every bottle.

“Hardys has demonstrated its status with pioneering winemaking and wine consistency over the decades,” Nicola says. “We continue to have the desire to delight our consumers with every occasion they enjoy our wines. We are confident in the quality that we provide at Hardys, that we will provide a money back guarantee to any consumer that isn’t completely satisfied with the bottle that they purchased. It’s a bold, creative statement, and fitting for a brand that has always set the standard for consistent quality at each price point.” • Hardys has over 165 years of winemaking history with 9000+ awards across its portfolio • Hardys is Australia’s No 3 wine brand in value and No 2 in volume • Hardys is the UK’s No 1 wine brand and the UK’s most trusted wine brand

MONEY BACK GUARANTEE – HOW DOES IT WORK?

If you are dissatisfied with a participating Hardys product bought from 1st October 2020 to 30th November 2020, you can receive your money back via bank transfer to the maximum RRP. To do so: • Go online to www.Hardysmoneyback.com microsite. • Enter your personal details • In 15 words or more, tell us why you are dissatisfied with the product • Upload a copy of your purchase receipt, showing a participating product and dated within the promotional period and redated as per date of entry.

Claim period ends 15th December 2020.

RESPONSIBLE CONSUMPTION

Accolade Wines is committed to encouraging the responsible consumption of alcohol. Accolade Wines are active supporters of Drink Wise Australia and Drinkaware in the UK, both of which campaign to raise awareness of alcohol harm and help educate consumers on maintaining a healthy relationship with alcohol.

Aus. res. 18+ only. Offer starts 12.01am AEST on 1/10/20 and ends 11.59pm AEDT on 30/11/20 (for purchases) and 15/12/20 (for online claim submission). Claimant will receive money back for the eligible product, to the product value listed on the receipt (capped at max RRP of product, as specified in the T&Cs). Keep receipt/s & photo of empty eligible product packaging. Limit 1 money-back claim per person/email/bank account/mobile no. (regardless of no. of eligible bottles in excess of 1 purchased). See www.hardysmoneyback.com for Terms and Conditions. The Promoter supports the responsible service of alcohol.

One of Australia’s favourite brands now in new look packs

IT STARTED IN 1795 WHEN JACOB BEAM FIRST SOLD HIS OLD JAKE SOUR BEAM MASH, AND GREW FROM THERE. 225 YEARS LATER AND JIM BEAM IS ONE OF WORLD’S FAVOURITE DRINKS, AND THIS YEAR IS GETTING A NEW, MODERN PACK THAT EMBODIES JIM BEAM’S PREMIUM LOOK AND FEEL.

The refresh of the Jim Beam White and Black RTD range began rolling out in July and is focused on modernizing the packaging, bringing to life a new sleek visual identity.

Jim Beam’s Stephanie Jericevich told Drinks Trade, “we wanted to help consumers navigate through our range more easily than ever before. To support this, we added sharper colour coding of the variants and differentiated the layout between our core and high ABV ranges.”

This is the first time since 2016 that the Jim Beam RTD range has been refreshed adding to what is already a significant milestone in the history of the brand - its 225th birthday.

Importantly though, while the packaging has changed, the great tasting liquid from the world’s no.1 bourbon remains the same.

OLD NEW

“For 225 years Jim Beam has prided itself on going above and beyond to make the world’s no.1 Bourbon, and we’re thrilled that our new packaging gives the brand a more modern, distinctive and premium look moving forward” – Stephanie Jericevich, Beam Suntory Group Marketing Manager RTD

SQUEALING PIG GINSECCO

POPULAR WINE LABEL SQUEALING PIG CONTINUES TO PROVE THAT BRANDS CAN CROSS CATEGORIES, AND APPEAL TO MORE OCCASSIONS. GINSECCO IS THEIR LATEST RELEASE – A REFRESHING COMBINATION OF CRISP PROSECCO, PERFECTLY BALANCED GIN AND SPRITZED SODA, HITTING THE TRADE THIS SPRING. THE SPRITZED GIN COMES IN TWO STYLES AND HAS SOME SERIOUS CREDIBILITY WITH INDUSTRY FIGUREHEAD JASON CRAWLEY A KEEN ADVOCATE FOR THE BRAND. WE ASKED HIM MORE...

You first started working with Squealing Pig before the launch of their Squealing Pig Rosé Gin, can you tell us about how the gin range has evolved since then?

I’m a long-time fan of Squealing Pig Rosé, so when the gin came along in 2019 it won me over immediately! Since then, the brand recently released a Pinot Noir Gin – an equally cracking offering, packed full of flavor. The gin-evolution has now moved into smaller format, with the release of Squealing Pig Ginsecco and Rosé Ginsecco – two refreshing new gin and prosecco spritzers.

What are your thoughts on the latest NPD – Squealing Pig Ginsecco?

Ginsecco is an exciting debut – taking the popular cocktail into a ready-mixed and convenient format will no doubt garner a solid following heading into the summer months. The product is refreshing and merges two very sought-after drinks - and as we’ve seen in-market the popularity for both shows no signs of slowing down.

What style of gin is it? What are the key botanicals?

The gin really punches above its weight and is made in an approachable drinking style. The 10 botanicals in the gin include juniper berries, citrus peels, lavender blossoms, coriander seeds, angelica seeds, rosemary, cardamom, fennel, peppermint and laurel leaf. The Rosé Ginsecco features two additional botanicals; clove and cinnamon.

Others have tried the ‘cross category’ approach and failed, but NPD out of Squealing Pig seems to get traction. Why do you think the continued extension of the Squealing Pig brand resonates with consumers?

I think the quality behind Squealing Pig really speaks volumes - consumers know they are going to enjoy a great drop, whether it be one of their table wines or now gins or wine (and ginsecco!) in can. Each new release is well considered and delivered in Squealing Pig’s signature playful manner, allowing customers and bartenders license to get creative and try new signature serves. www.squealingpig.com

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1. GRANT BURGE’S

NEW PREMIUM REDS

Distributor: Accolade Wines

Grant Burge has dropped its latest range of premium red wines including the iconic 2016 Meshach Shiraz and 2016 Shadrach Cabernet Sauvignon, which both scored 95 points in the Halliday Wine Companion 2021. Named after Grant Burge’s great grandfather, the Meshach is only released in exceptional vintages. The 2016 is dense and elegant and described by chief winemaker Craig Stansborough as “an outstanding wine from an outstanding vintage”. The 2016 Shadrach also features great depth and sophistication and caught the attention of judges at last year’s Barossa and Adelaide Royal Wine Shows.

2. HOUSE OF ARRAS UNVEILS

FIRST NEW WINE IN SIX YEARS

Distributor: Accolade Wines

Australian sparkling wine producer, House of Arras, has unveiled its first new wine in more than six years. The House of Arras Blanc de Blancs NV was crafted to give consumers access to the luxury Australian sparkling category for just $34.99 per bottle. The launch was timed with the release of the house’s annual vintage collection. House of Arras chief winemaker Ed Carr was excited to release the magnum, in particular, after 16 years of maturation. “This wine has reached a rare level of sophistication that demonstrates what great Australian sparkling wine can achieve,” he said.

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3. ST HUGO RELEASES

RARE COLLECTION

Distributor: Pernod Ricard Winemakers

The name says it all - St Hugo’s new Fine and Rare Collection showcases a range of scarce back vintages of Coonawarra cabernet sauvignon from 1998, 2007, 2008, 2009 and 2010. The oldest almost dates back to the South Australian winery’s first vintage in 1980. The wines were hand-selected after rigorous tasting by chief winemaker Peter Munro who said it was fascinating to monitor the evolutionary transformation of these wines. “The 1998 is a fully mature wine from an exceptional vintage that is still displaying primary blackcurrant flavours twenty years on,” he said.

4. BACARDI SPICED

ARRIVES DOWN UNDER

• Bacardi Spiced

RRP $48

Distributor: Bacardi-Martini Australia

Bacardi Spiced landed in Australia in August in response to the global demand for flavoured rums. It’s made with gold rum, mellowed in charred American oak for a hint of smokiness and blended with natural flavours and spices. And unlike its competitors, Bacardi Spiced doesn’t use artificial sweeteners to enhance the flavours of its spices.

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5. NUSA CANA BRINGS BALI

TO AUSSIE BACKYARDS

• Nusa Cana Rum (700ml)

RRP $58

Distributor: Craft Revolution

Nusa Cana Rum is now available in nearly 100 BWS stores along Australia’s eastern seaboard. Renewals and locals BWS manager Richard Mok says, “We think this Indonesian spiced rum will appeal to customers with a beach lifestyle. We are seeing more Australian drinks lovers discovering and rediscovering rum, especially spiced and craft rum.”

6. COOPERS GOES HAZY

• Hazy IPA (four-pack of 375ml cans)

RRP $22

Distributor: Coopers Brewery

Coopers Brewery, already known for its cloudy ales, is going hazy! The Australian-owned brewer has launched Hazy IPA, a limited-edition, seasonal release available in kegs and 375ml cans. It comes in at 6.2% ABV and has a bitterness level of 35-40 International Bitterness Units.

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