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Hardys launches on-trade foodies wine range

Published:  17 April, 2019

Hardys, the wine brand from Accolade Wines, is targeting food matching with its new on-trade exclusive ‘Foodies Range’.

The new range, which will be available from the end of April 2019, will see the launch of three wines featuring animal drawings to indicate the best food pairing.

The range will feature a Shiraz with a cow label, a Chardonnay with a chicken label and a Rosé with a pig label.

Accolade said it has made the move following “extensive category insight” and consumer research that showed that wine knowledge in the on-trade in the UK is low.

It highlighted research that showed that two thirds of drinkers surveyed do not feel confident about their choice of wine when they dine out. This was higher in the 18 to 24 year-old age group with 86% of them stating that confidence was an issue. (CGA Strategy MAT 14th July 2018).

“The new range has been developed specifically for the on-trade to ensure their customers feel confident and knowledgeable about the wine they choose to pair with their meals,” said David White, marketing director at Accolade Wines.

“The Foodies Range aims to encourage diners to spend more on wine in outlets, through providing consumers and bar staff with simple and delicious wine pairing recommendations for popular menu options.’’

The launch is to be supported by print and online advertising, PR and social media. There will be POS support available including glassware and ice buckets.

The range is available exclusively to the on-trade and available from Matthew Clark and Heineken from 29 April 2019.

Last month, Hardys launched a new alcohol-free Chardonnay to appeal to the increasing demand for low or no alcohol alternatives.

The brand, which has seen a +3.6% year-on-year (Nielsen 52we 23.03.19), said it was broadening its offer in response to increasing demand for low or no alcohol alternatives that offer an “authentic, sophisticated wine experience”.