Hardys celebrates heritage with launch of Bin 53 range

Monday, 07 September 2009

Constellation Europe has announced the launch of a new special release range - Hardys Bin 53 - to celebrate the heritage of flagship brand, Hardys.

This latest range extension to the UK's number one wine brand* takes its name from the year 1853, in which Thomas Hardy established his first winery on the banks of the River Torrens, Adelaide, Australia.

The brand's rich heritage and passion for wine is further reinforced through the recently-unveiled new-look packaging that runs across the entire Hardys portfolio.

The striking new packaging places strong emphasis on the ‘Established 1853' message, as well as strengthening quality cues through a more premium overall feel.

The Bin 53 range has been created to appeal specifically to the ‘Routiner' consumer - 35-54 year olds with busy family lives who enjoy drinking wine at home regularly to relax, as identified by Constellation's Wine Nation research**.

Available in Shiraz and Chardonnay varietals, with a RRP of £7.99, Hardys Bin 53 offers Routiners a quality wine at an affordable price point.

Clare Griffiths, VP of European Consumer Marketing for Constellation Europe, comments: "The Bin 53 range is a perfect example of Constellation's commitment to offering great tasting wines, at the right price point, from a brand that our consumers know and trust.

Hardys will be on television from September to December this year, as part of Constellation's TV sponsorship of Channel 4's hit show Come Dine With Me.

The brand will be supported with a host of trade and consumer activity in the run-up to the festive season, making the Bin 53 range and the entire Hardys portfolio a must-stock line for Christmas.

Source: Constellation Europe

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