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Constellation launches Hardys Bin 53

Published:  16 September, 2009

Constellation Europe has announced the launch of Hardys Bin 53 to celebrate the heritage of its flagship brand.

This latest range extension takes its name from the year 1853, in which Thomas Hardy established his first winery on the banks of the River Torrens, Adelaide, Australia.

New packaging will further reinforce the brand's heritage by placing strong emphasis on the 'Established 1853' message, as well as giving it a more premium feel.

Available in Shiraz and Chardonnay varietals, with a RRP of £7.99, the Bin 53 range has been created to appeal to 35-54 year-olds with busy family lives who enjoy drinking wine at home.

Clare Griffiths, vice president  of European consumer marketing for Constellation Europe, said: "The Bin 53 range is a perfect example of Constellation's commitment to offering great tasting wines, at the right price point, from a brand that our consumers know and trust.

"The Bin 53 range will also appeal to those looking to trade up for a special occasion, offering retailers an excellent opportunity to maximise sales."