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Constellation changes name to Accolade Wines

Published:  27 June, 2011

Constellation has officially changed its name to Accolade Wines from today, along with a new strategy.

Constellation has officially changed its name to Accolade Wines from today, along with a new strategy.


The company, which owns big-selling brands such as Hardys, Echo Falls, Stowells and Kumala, plans to "drive value growth to enhance profit and margins" by using catorgory insight data.


Chief executive Troy Christensen said the new corporate identity "is all about applauding everything we do and celebrating our key company assets".


"The logo features a strong 'A' and bold red core colour to evoke passion and pride with a clear, solid font providing a contemporary look and feel.


"The design has a sutble nod to wine and the captures our global reach and connection - we are connected to the latest trends to deliver products our customers want and what their consumers need," he added.


Commercial general manager for UK and Europe, James Lousada, said: "The business already has global brands like Hardys, consistently recognised as one of the world's top five wine brands, as well as true success stories like  Echo Falls; which has become a top 3 UK wine brand in just five years and is growing faster than any other top UK wine brand at 37.1% year on year."


"We are aiming to become a forward thinking company which is agile and responsive. This approach is already paying dividends, we are outperforming the market with value sales up 12.4% compared to the market of 4.9% and volume sales up 8.9% at a time when the overall market is declining by 1.8%."


Back in December Constellation sold its Australian and UK business to Champ Private Equity in a deal valued at around A$290 million. The company is no longer public.

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