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The new Hardys campaign will encompass a full ‘360 degree activation programme’ which will run alongside the 2015 Ashes series, featuring an exclusive broadcast sponsorship throughout this summer’s cricket season. It represents possibly the largest above-the-line investment by a wine brand in the UK. Accolade says Hardys is doing well in the UK market where the brand continues to hold the number 1 position in both the on-and off-trade, making it 30% larger than its nearest competitor, according to a report in the Drinks International.
Accolade says the largest selling brand is growing sales by value at 10.5% and is presently one of a small number of brands growing in a declining market, selling more than 60m bottles (5 million cases). To put things in proper perspective, Hardys sells in UK almost twice the total amount consumed in the total segment in India.
The new campaign will also see the launch of a new creative which plays on the age old rivalry between England and Australian cricket teams for the Ashes and of a new digital campaign focusing around the #HardysENG and #HardysAUS for fans to engage with.
Accolade, owner of Hardys label, already has a list of cricketers as its brand ambassadors. They have extended the agreement with Sir Ian Botham as a cricket ambassador for the brand, and are working with Michael Vaughan and the bowler Stuart Broad for the first time. The ambassadors for Hardys also include Alastair Cook and Glenn McGrath who was in India recently.
Sula to leverage too
Sula Selections will be leveraging Hardys’ association with Cricket in India this year. In June, the import arm under Sula Vineyards introduced Glenn McGrath, Hardys Brand Ambassador to India. As an Australian cricket legend and icon, he perfectly represents the link between Hardys and cricket, having shown the passion and pride in his game that Hardys’ winemakers are supposed to show in their wine, according to Rajeev Samant, the founder CEO of Sula.
The response received on the first 4-city tour of India (Mumbai, Delhi, Gurgaon and Bangalore) was phenomenal, with Glenn McGrath hosting Hardys evenings.
In August, post the ashes, Sula Selections will launch ‘Hardys Art of Cricket’ Chardonnay-Semillon and Shiraz-Cabernet, collector’s edition labels for the Indian Glenn McGrath fans. Hardys and Sula Selections believe the partnership with Glenn is perfect to raise Hardys brand awareness with wine consumers and become the Australian brand of choice in India.
Next month, Sula Selections will host Hardys’ fifth generation winemaker, William Hardy in Delhi and Mumbai for exclusive events and activities already lined-up. One can also look forward to additional brands from Hardys being launched in 2016.
Nick Pringle, Commercial Director of Accolade Wines for South Europe, Africa, Middle East, South and Central America, who had visited Mumbai and Delhi earlier but Bangalore too last year, has also been a Professional Cricketer for Somerset in the mid-eighties/early nineties. He has played with the likes of Ian Botham, Viv Richards and Steve Waugh. During his visit last year to Delhi, he teamed up with Subhash Arora of Indian Wine Academy in jointly conducting Hardys Degustation Evening with five labels at the Delhi Golf Club Bar to a full house of members lapping up the evening of cheese, Hardys and snacks. He was seen earlier this year again at Sulafest in Nashik, pouring wines for the appreciating drinkers at the Hardys stand.
With several interesting programmes gradually unpeeling, it appears Accolade is making a statement to take on the Australian Jacob’s Creek owned by Pernod Ricard, currently the leading imported brand in India. With the global strategy of Pernod Ricard to push Jacobs Creek Reserve, including India, the denizens can expect to partake in several interesting events and taste different wines at decent prices in the near future.
Subhash Arora |