Accolade Wines, the UK’s leading wine company, is launching a new consumer campaign for its No 1 wine brand, and the official wine of England Cricket, Hardys.
‘The Rules According to Hardys’ is back this summer in readiness for a full sporting schedule, including The Ashes and the Cricket World Cup. The campaign will continue to champion the light-hearted personality of the brand with wry observations on everyday family moments accompanied by a witty rule that plays on the British love affair with cricket.
The ‘Rules According to Hardys’ will be activated in-store through limited edition Hardys bottles, including a full sleeve on its popular Hardys Crest wine, and a playful cricket themed version of Hardys Stamp. The brand will further support the campaign via social channels and a strong brand presence in cricket grounds. In-ground advertising is expected to reach 426,000 cricket fans going to watch the Ashes series this summer.
David White, Marketing Director for Accolade Wines, says: “Hardys is immensely proud to be the wine sponsor of the England Cricket team, and never more so than when our antipodean cousins are in town. As the UK’s leading Australian wine brand, born from the vision of a Devon lad back in the 1850’s, we can be said to have a vested interest in both sides when it comes to this hugely anticipated series. We expect to see a year of great rivalry and outstanding cricket, best enjoyed with a glass of Hardys off the field, and after “stumps”.
The UK’s biggest wine brand, Hardys, has seen a 3.6% increase in year on year sales, during which period it has also launched its Hardys Alcohol Free Chardonnay and the new on-trade exclusive Foodies range.
‘’It is an exciting time for Hardys and we are amplifying our position as the UK’s most popular and most trusted wine brand with this fabulous summer of cricket, and a campaign that many consumers can relate to. The Rules According to Hardys campaign received a great reaction from those who saw it in 2018, and with an action-packed summer awaiting us, we will be once again right behind the England cricket team showing our support with a number of in-store, in-bar, and in-ground initiatives.
We recommend the trade offers a range of Hardys wines both on the shelf and more importantly in the chiller to ensure customers can buy the wine of the summer wherever and whenever the fancy takes them,’’ adds White.
 Nielsen 52 w/e 23.03.19