Australian wine brand Hardys is rolling out a global rebrand, with new wine packaging, designed by Denomination, hitting Australian stores this month. It forms part of Hardys' new ‘Certainty’ campaign, focusing on the brand’s confidence in its wine quality.
Hardys – part of the Accolade Wines portfolio – features the iconic black and gold Hardys logo and crest on every bottle to maintain consistency, as well as a premium look and feel across the range.
“Hardys new packaging, as part of a global rebrand, is designed to provide a unified, family feel across our expansive and diverse wine range,” said Julien Marteau, marketing manager – core brands at Accolade Wines.
“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 new packaging is a major part of the brand’s ‘Certainty’ campaign, which will be rolled out throughout the year, and will also introduce a money back guarantee across its entire wine range, delivering consumers reassurance and certainty in their wine choice at-shelf.
“Hardys consumers can be reassured that 165 years of winemaking experience and over 9,000 global awards are captured in every bottle,” said Marteau.
“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 label designs for the Hardys portfolio will first include the 2019 vintages of consumer favourites, such as the HARDYS (Varietal Range) VR Chardonnay, VR Semillon Sauvignon Blanc, VR Merlot, Stamp Merlot and Stamp Cabernet Sauvignon, which will be introduced on shelf from April.
