Accolade invests £1 million in Hardys and bolsters fine wine team
Accolade Wines is investing £1 million in a new marketing campaign for Hardys in a bid to consolidate its market leading position in the UK off-trade.
The new campaign is called The Rules According to Hardys and it will feature TV ads on Channel 5 when cricket highlights are shown.
Hardys is the official wine of England cricket and it will enjoy a “strong brand presence” in England cricket grounds across the UK, with perimeter boards, promotional activity and branded bars.
The Australian brand will be promoted in the off-trade this summer, including gondola ends, summer seasonal aisles and competitions to win cricket tickets and related branded products to drive awareness and purchase at point of purchase.
“We have consistently invested in Hardys sponsorship of the England cricket team over the last few years and now established our credentials as a long term supporter of English cricket,” said marketing director David White. “We are confident that this new campaign, The Rules According to Hardys, will connect with our consumers by raising a smile at the quirky ways British families interpret the rules and enjoy time together, especially when playing cricket.
“Hardys is an accessible wine brand and we are investing in a campaign with humour and warmth which links our cricket sponsorship into how accessible the game is within the family environment.
“With our extensive range, Hardys is perfectly placed to connect with all UK wine consumers and with this campaign, continue to build on our success as the UK’s biggest and most trusted wine brand, driving incremental sales across all trading channels.”
At the other end of the market, Accolade has a recently launched a fine wine division called Fine Wine Partners, and it has just appointed Hansi Baumann as its UK account manager.
Baumann was formerly fine wine merchandising manager at Majestic Wines and also spent five years as Krug ambassador.
He joins a team that includes Toby Spiers and Lizzy Parrott and they aim to champion wines above £10.
Ade McKeon, Accolade Wines General Manager UK and Ireland, said: “We’re thrilled that Hansi has joined us at this very exciting time in the company’s evolution. Hansi’s knowledge and energy complement the fast-growing team who will together champion our prestigious fine wine portfolio in the UK.”