Hardys puts emphasis on Chardonnay in £1.8m media campaign

Accolade Wines is spending £1.8 million on marketing the Hardys brand in the UK with an emphasis on Chardonnay to capitalise on the grape’s comeback.

Hardy’s flagship Chardonnay called Eileen Hardy was recently listed by Majestic Wine Warehouses in the UK

In a release sent to the drinks business yesterday, Accolade said it’s time for Chardonnay to make a return as the consumer’s number one grape – it’s currently in second place having been knocked off top spot by Sauvignon Blanc.

Accolade also noted that a “new era of aromatic light Chardonnays is here,” referring to Australia’s significant stylistic shift from ripe and oaky wines to those that are lean and gently toasty, as extensively reported on by db over the course of this year.

Indeed, db’s own competition called the Global Chardonnay Masters was launched this year to highlight the change taking place when it comes to the handling of this noble grape, and you can see our top 10 Chardonnays under £20 here.

Hardys has even instigated a campaign called #AllAboutChardonnay, to mark a move from ABC (Anything but Chardonnay) to AAC (All About Chardonnay) as part of a new wave of marketing in the UK with a media value in excess of £1.8 million (this will include panel advertisements at over 4,000 high street sites from now until the 1 December this year).

“This campaign is part of the overall objective to reinforce Hardys position as the UK’s leading Australian wine brand,” says Paul Schaafsma, general manager Accolade Wines, UK and Ireland.

Accolade also said that a poll conducted for the Hardys brand showed that 18% of consumers are drinking more Chardonnay than they were a year ago and another 18% believe Chardonnay’s reputation is improving, with 15% of those surveyed thinking that the grape has “really improved in palate and flavour”.

“This new campaign is about education, engaging with trend experts, bloggers and lifestyle journalists to tell the story about Chardonnay,” said Anya Saikkonen, marketing manager for Hardys.

Continuing she said, “The latest Nielsen data shows us that Australian Chardonnay is enjoying a strong renaissance, growing by 6.9% MAT in comparison to 1.4% growth for Chardonnay overall.”

The push on Chardonnay will be supported by events, such as Hardys participation at the BBC Good Food Show in Glasgow, London & Birmingham, where sampling will bring the Australian brand to more than 100,000 consumers according to Accolade Wines.

In addition, Hardys new look is currently being rolled out in the major retailers across the UK, and the repackage and marketing amounts to an overall investment of £2.5m in the brand during 2013.