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New global packaging for Hardys

Constellation Europe has new-look packaging for its flagship wine brand Hardys. The redesign will run across the entire Hardys sub-brand portfolio, and will be rolling out through all channels in all markets over the course of the summer, starting this month (May).

The current bottle design has evolved to create a more consistent feel across all of the core sub-brands in the Hardys range, such as Nottage Hill and Stamp. In addition to making the range hierarchy clearer and easier to navigate, it is hoped that the new packaging will encourage even greater consumer recognition* across the core Hardys sub-brands in the on- and off-trade. In turn, it will serve to create more distinct, individual personalities for the premium Hardys ranges that include Oomoo, Eileen Hardy and Thomas Hardy.

The new packaging has been designed to reinforce the brand’s rich heritage and passion for wine through emphasis on the ‘Established 1853’ message, as well as strengthening quality cues through a more premium design. Initial consumer feedback gathered through packaging research conducted by The Leading Edge has been extremely positive, and has found that the new date-marked logo is both distinctive and helps to establish strong heritage credentials for the brand. Furthermore, it is felt that the overall packaging has an attractive and premium feel.

Clare Griffiths, VP of European consumer marketing for Constellation Europe, comments: “We are confident that the new packaging will continue to build momentum for the UK’s number one Australian wine brand**, and help drive valuable sales in the category as a whole. Constellation will continue to invest in building consumer affinity with Hardys, both through developments such as this, and by consistently offering consumers wines they enjoy from a brand they recognise and trust, and at a price that motivates.”

The new packaging launch will be supported throughout the summer by significant marketing activity, including an above-the-line campaign and in-store activation.

*Hardys enjoys a high level of spontaneous brand awareness within the UK wine category, at 36% recognition (vs. nearest competitor at 30%)
**AC Nielsen, UK Multiples data MAT to w/e 21.03.09

1 May 2009 - Felicity Murray