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New Hardys range for the on-trade

Published:  27 March, 2009

Constellation Europe is launching a brand new range for the on-trade under its flagship Hardys label.

The launch forms part of Constellation's ongoing drive in a difficult economic climate to push sales and ensure there is Hardys wine available in all channels for every occasion.

Hardys Cellar Collection range is aimed young professionals who look for familiarity on the wine list through recognisable brands and grape varieties such as Sauvignon Blanc and Merlot as launch varietals and a Rosé is due to follow on later in the year. 

This newest on-trade initiative is aimed at maintaining and building momentum around the brand after what they claim was a busy 12 months in 2008, after a £12m marketing spend.

Clare Griffiths, vice president of European consumer marketing for Constellation Europe says: "The launch of Hardys Cellar Collection marks an exciting move for the brand to enjoy a more visible presence in the UK on trade.

"Hardys boasts an extensive range that spans a broad variety of price points.

"The new, targeted Cellar Collection offering aims both to bring new consumers to Hardys, and to encourage its existing, loyal consumers to buy into different tiers of the range when buying wine for out-of-home consumption.

"Constellation will continue to innovate and invest in Hardys to build consumer affinity with the brand in the on and off-trade alike."

Hardys Cellar Collection will be launching in over 300 Mitchells & Butlers outlets from April.