WINE TALKS: Flames fan Hardys' growth push

FLAMES FAN HARDYS’ GROWTH PUSH

Hardys has unveiled a new richer red, forged in flames, which is underpinning the brand’s vision to drive growth in the premium, craft wine space

Barrel finishing is a trend that has helped drive tremendous growth in the spirits category, with Scotch and Irish whiskies as well as gin and Cognac all seeing strong growth and all using different barrel finishing techniques.

With consumers seeking out more creative and craft-driven beverages, barrel finishing is becoming more prevalent around the world, and it is a trend that has not gone unnoticed by the team at Hardys.

In addition to the barrel finishing trend, the $20 to $35 wine category is another area enjoying strong growth in Australia, adding another $36m of retail sales value in the last 12 months*. The premiumisation trend means that consumers are prepared to spend more on their alcohol purchases now, but they are also searching for good quality and good value, and it is the combination of these three factors which has fuelled the launch of Hardys Char NO.3.

Hardys have aged the finest Shiraz and Cabernet Sauvignon from Mclaren Vale in charred oak barrels. Ranging from NO.1 to NO.4, charred oak barrels help mature the wine to a new depth, a process which the winemaker says “enhances these full bodied wines with greater depth and richer flavour”.

The ageing in No.3 barrels (heavily charred) enhances the varietal characters of Cassis, Chocolate and Mocha before revealing a beautiful complexity, subtle toasty flavour and a very smooth finish. Andrew Stark, General Manager - Marketing and Category at Accolade Wines, said that “consumers in this price segment are aspiring to drink bolder, more complex and crafted wines that deliver unique tasting experiences and have a story to tell. This new contemporary wine range will engage consumers across a traditional and well-loved wine brand”.

He added: “Launching Hardys Char NO.3 is an important part of recruiting new consumers into the brand; those wine drinkers who are ready to take the next step in their wine journey. They are looking for more distinctive and innovative red wines that offer something different while showcasing creativity and craft.”

PREMIUMISING WINE

In another nod to the premiumisation of the wine category, the Char NO.3 packaging has been designed to reflect its contemporary and premium positioning. Featuring an elegant tapered bottle design and distinctive label, the Char NO.3 stands out on the shelf.

Being launched under the Hardys label gives this wine the backing of a brand with a rich heritage, and one that has stood the test of time. Additionally the wine should have strong appeal to retailers as it has the ability to attract and engage two distinct, but hugely important customer types: the High Potentials – those younger, legal age, affluent, higher spending shoppers but who are less confident wine drinkers – and the Engaged Explorers: these are more knowledgeable, confident and frequent wine drinkers. Hardys will be supporting the launch of Char NO.3 nationally with a through-theline marketing campaign. This will focus on driving awareness and trial, predominantly through digital and in-store activations. Premium displays and point of sale material will drive stand out in-store, encouraging consumers to trial and explore these beautiful wines.

The bottles also feature augmented reality labels, which, through the Char NO.3 app available on the app store, will help to further engage consumers and give them some insight into the story and the craftsmanship behind the wine – as Stark said, this is another massive consumer trend.

In addition to the marketing campaign and labels there are a number of launch deals available to retailers who purchase this new wine before 28 June 2019. For more information on the wine, the deals and point of sale support contact your Accolade Wines Business Development Manager or call 131 492.

*IRI – Australian Off-premise market- MAT to 3/03/2019