Superbrands UK Annual V19 The world’s leading Australian wine brand and the number one selling wine in the UK, Hardys was established in Australia in 1853 by Thomas Hardy. From humble beginnings, Hardys is now sold in more than 100 countries and is into the sixth generation of the Hardy family. Market Fast forward some 136 years and the brand has gone Hardys has long been one of the most successful on to win more than 7,500 wine awards worldwide. wine brands in the competitive UK market where well-known brands bring much needed reassurance Hardys’ longevity not only refl ects the quality and familiarity to a fragmented and, at times, but also the familiarity that consumers have with confusing category. For the last fi ve years, the brand. When asked to name a wine brand, Hardys has maintained its position as the UK’s UK consumers mention Hardys more than market-leading wine brand with retail sales worth any other (Source: Wine Brand Tracker Wave 2; in excess of £275m per annum (Source: ACNielsen Research Now For Accolade Wines; May 2017). 52 Weeks to 12.08.2017). This, combined with being the most trusted wine brand in the UK, (Source: Wine Brand Tracker Wave 2; Product Research Now For Accolade Wines; May 2017) Throughout its 160 years of winemaking history, helps Hardys sell over 60m bottles a year, in the Hardys has built a tradition of great endeavour UK alone. in winemaking. A succession of winemakers have followed in the footsteps of the founder, Thomas Hardy, whose vision was ‘to produce wines which will DID YOU KNOW? be prized in the markets of the world by showcasing innovation and resourcefulness, directed at making wines of quality and character.’ Achievements At 168 years old, Hardys is proud of its illustrious history. Four years Hardys is older than The brand continues the great Australian blending after planting his fi rst vines in 1853, Thomas Hardy, tradition, between regions and varieties, to make the founder of Hardys, produced his inaugural Coca-Cola and wines of character and complexity with the positive vintage and became one of the initial exporters landmarks that the world has come to expect of Australian wine. In 1882, he then made Louis Vuitton. from Australia. history by producing the fi rst Australian wine to be awarded the prestigious Gold medal at the International Wine Show in Bordeaux. Recent Developments DID YOU KNOW? In 2014, Hardys became the Offi cial Wine of England Cricket. This successful partnership In the last year, with the UK’s number one summer sport is set to continue for another three years. 2017 saw Hardys sold more than the brand reinforce its number one brand position in the UK with a new creative that showcases the 60m bottles of wine brand’s core range whilst also refl ecting its strong in the UK. ties to England Cricket. Promotion Hardys’ pioneering spirit and passion is at the heart Hardys’ 2017 commitment to a further three years of the outstanding range of wines that Hardys of partnering with England Cricket will be integral has to offer. The portfolio is extensive, spanning to Hardys promotional strategy moving forward, a variety of price points and wine varietals. with the opportunity to leverage a refreshed set of assets and media, along with access to the cricket These include the well-known Hardys VR, players themselves. Notably, brand ambassador, Hardys Stamp and Hardys Crest core sub-brands Stuart Broad, will continue in his role, using his – all of which have been available in the UK high profi le to bring the brand closer to the market for over two decades. sport’s fans. superbrands.uk.com 555944_SB18_p056-057_Hardys.indd5944_SB18_p056-057_Hardys.indd 5656 331/01/20181/01/2018 111:561:56 Hardys Brand History 11850850 Thomas Hardy leaves Devon for Australia. 11853853 Thomas establishes Hardys. 11857857 Thomas produces his fi rst vintage and becomes one of the fi rst exporters of Australian wine. 11870870 Thomas purchases the Tintara vineyards and winery in McLaren Vale. 11882882 Thomas’ wines become the fi rst in Australia to be awarded two prestigious Gold medals at the International Wine Shows in Bordeaux. 11912912 Thomas dies, passing the business on to his son, Robert Burrough Hardy. 11988988 The Hardys Stamp of Australia range launches at the World Exposition in Brisbane. 11990990s The Crest range is launched. 22013013 The entire Hardys range is revitalised with new packaging design. 22014014 Hardys announces a major three-year sponsorship deal and becomes Offi cial Wine of England Cricket. 22016016 The 30th anniversary of the production of the fi rst Eileen Hardy Chardonnay is marked. 22017017 Hardys commits to a further three years of partnering with England Cricket. As well as marketing in cricket grounds during 2017, Hardys ran an on pack promotion where consumers could win cricket tickets every 24 hours. This was communicated with a limited edition cricket front label and promotional neck fl ag as well as being supported by a social media campaign. Indeed, social media has seen an increase in focus in supporting the Hardys cricket partnership and the latest campaign of videos reached more than 2.5m people. Outside of cricket, the next three years are very important for the Hardys brand with a greater focus on customer marketing. Through consumer insight research, the brand has identifi ed that each range within the Hardys portfolio communicates to different consumers, which needs to be thoughtfully refl ected in both the packaging and marketing of each. Brand Values Hardys has built a tradition of great endeavour in winemaking. Thomas Hardy’s vision was to produce wines that would be prized in the markets of the world by showing outstanding innovation and resourcefulness, directed at making wines of quality and character. The expertise and devotion, driven by the Hardy family since 1853, is in every sip of wine. hardyswines.com/uk 555944_SB18_p056-057_Hardys.indd5944_SB18_p056-057_Hardys.indd 5757 331/01/20181/01/2018 111:561:56.