Hardys weighs into alcohol free market

By Andrew Catchpole

Published: 15 March, 2019

Top selling UK wine brand Hardys has tapped into the fast growing market for low and no alcohol with the launch of an Alcohol Free Chardonnay addition to the range.

Launched by brand owner Accolade Wines, the new wine is a de-alcoholised version of its regular Hardys Chardonnay, made from the same grapes, and looks to capture a similar citrus and tropical flavour profile.

Accolade’s launch of an alcohol free Chardonnay within the widely distributed range of its best selling brand represents a major vote of confidence in the low and no alcohol market, tapping into and most likely accelerating a category that is already growing at 20% year-on-year (Nielsen, w/e 27.01.19).

“The alcohol free wine category represents a growing £17 million profit opportunity for the trade and Hardys Alcohol Free is perfect to help capitalise on this trend,” said David White, marketing director at Accolade Wines.

“It offers important wine cues, such as grape style and flavour notes, and strong consumer confidence in the Hardys brand will help to drive purchase on occasions when consumers might be seeking an alternative to alcohol.”

Listings have been confirmed across Tesco, Morrisons, Ocado, and Matthew Clark from 1 April, to be backed by an in-store and social media marketing campaign, with Hardys Alcohol Free Chardonnay priced between £5 and £7 RRP.

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