New packaging and promotion for Hardys Nottage wine
Accolade Wines has announced a major revitalisation of its Hardys Nottage Hill range with a £4.5m investment in new packaging and promotion.
Accolade Wines has announced a major revitalisation of its Hardys Nottage Hill range with a £4.5m investment in new packaging and promotion.
Hardys is the number one Australian wine brand in the UK and Nottage Hill is its most established sub-brand with strong awareness in its own right. The new distinctive design sees the Nottage Hill name along with a sketched illustration of the Nottage Hill vineyard displayed more prominently on the label. Hardys’ heritage, expertise and quality are clearly conveyed through classic black and gold colours and with an established marking – ‘Hardys 1853’ on the neck of the bottle, reinforcing its genuine expert ‘winemakers for five generations’ legacy.
The redesign is being supported with a heavyweight marketing investment, which sees Hardys Nottage Hill as the focus of the Hardys Come Dine With Me sponsorship idents which will run until the end of the year. Hardys Nottage Hill has also been showcased at the heart of the prestigious BBC Good Food Show events this month, where Hardys was the exclusive sponsor of the MasterChef Restaurant Experience.
Neil Anderson, Marketing Controller at Accolade Wines, says: “Nottage Hill is a key part of our history and through the bold new packaging we want to re-tell the story of Thomas Nottage Hardy, our founder’s nephew who worked for the family business for 66 years, having started as a 15 year old boy. Nottage Hill itself was named in honour of him and is a vineyard on the slopes behind the old Upper Tintara winery and can still be visited today.
“This significant marketing investment reflects the importance of Hardys Nottage Hill, which has a rich heritage and identity we want to champion, we are confident that the new design, with its substantial marketing support, will help to further drive sales of Hardys Nottage Hill.”
The contemporary new packaging has been developed after extensive consumer research, with High Potential consumers, to refresh the label and differentiate stand-out and place Nottage Hill within the upper end of the Hardys range. The new Nottage Hill packaging rated really strongly for uniqueness and likeability on purchase intent.
Source: Accolade Wines
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