April launch for Hardys Cellar Collection

Constellation Europe has announced the launch of a brand new range under its flagship Hardys label. 

Hardys Cellar Collection launches next month and will be available exclusively to the On Trade. The new launch forms part of Constellation’s ongoing drive to ensure there is a Hardys wine available in all channels, for every occasion.

Constellation’s Wine Nation research – a study into the wine lives of UK consumers – ensured that the new range is designed to appeal specifically to the key On Trade market of High Potentials – young professionals who look for familiarity on the wine list through recognisable brands and grape varieties.

With Sauvignon Blanc and Merlot as launch varietals and a Rosé offering to follow later in the year, Hardys Cellar Collection is made up of well-known, food-friendly varietals.

Clare Griffiths, vice president  of European consumer marketing for Constellation Europe, said: “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 pricepoints. 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.

Hardys Cellar Collection will be launching in over 300 Mitchells & Butlers outlets from April, supported by bespoke outlet activity to engage both staff and consumers, and a wide range of POS.