Hardys, one of Australia’s most recognised wine brands, is embarking on its biggest global transformation yet, overhauling its portfolio, packaging and positioning to bring colour, energy and excitement back to the Australian wine category and return the brand to a leadership position.
The transformation reaches across the whole brand, from its range architecture and wines to its packaging and the way Hardys tells its near-175-year story. It is backed by ‘Almost Unbelievable’, a disruptive new 360 campaign and the brand’s biggest investment in many years.
Lucy Bearman, global brand director for Hardys at Vinarchy, said: “Hardys is one of Australia’s most legendary wine brands, and its recognition and consumer trust give us a very strong place to start. But the epic story behind the brand hasn’t always been visible to shoppers. Consumers told us they found the brand confusing, with too many tiers, products and price points, and that the packaging had started to feel tired.
“We saw a real opportunity to change that. We’ve overhauled everything, from brand architecture, wines and packaging to positioning and how we tell our story, so Hardys is easier to shop, more modern on shelf and more emotionally engaging. Our ambition is to return Hardys to its place as the number one Australian wine brand.”
The relaunch comes at an important moment for Australian wine, which still accounts for 18 per cent of UK category value but has been losing shoppers faster than wine overall. For Hardys, the opportunity is to build on its strong recognition and trust, give shoppers a clear reason to reappraise the brand at shelf and help get people excited about shopping the category again.
The transformation focuses on Hardys’ three core ranges, each of which now has a clearer role and identity, making the portfolio easier for shoppers to understand and navigate at fixture.
Stamp puts the Hardys horseman icon front and centre, with a bolder use of colour. VR becomes Voyaging Range, with a new ship motif that nods to Thomas Hardy’s epic journey from Devon to South Australia. The biggest change comes with Crest, which becomes Core. As the beating heart of the brand, it pairs a bold new identity with enhancements to the wines, and a QR code on the back label connects shoppers to the Hardys story on Instagram at @HardysWines. The new packaging is rolling out in store now as a soft launch.
Early shopper research suggests the new design is already shifting perceptions, with the new look seen as more vibrant, eye-catching and characterful than the current packaging.
The packaging also reflects Hardys’ new brand world, ‘Almost Unbelievable’, which sets out to connect consumers emotionally with the brand and tell the legacy story behind one of Australia’s first blockbuster wine brands. Thomas Hardy arrived in Australia from Devon in 1850 with £30 and established the brand three years later. Almost Unbelievable gives that story a more contemporary treatment, with warmth, character and a little sense of wonder.
Bearman added: “Thomas Hardy’s story is extraordinary. He came to Australia with very little, built a winemaking legacy and helped establish one of the country’s first great wine brands. Almost Unbelievable brings forward the real stories, the explorer spirit and the character that have always sat within Hardys, and gives us a bold, playful and mystical way to tell them everywhere consumers meet the brand.”
The campaign is backed by significant investment, with 360 activity running across EMEA, Asia and Australia. In the UK, Almost Unbelievable goes live in November across Channel 4, ITVX, BVOD, SVOD, out-of-home, social, in store and online.
