Hardys new global creative

By Johanna Thomson in Alcohol 2nd November 2023

Hardys has unveiled a new look for its global branding – dubbed “The Joy of Certainty” – which it hopes will help the brand resonate with a broader audience and position Hardys as “a confident choice”.

The branding, which will run cross all markets and territories, is shot in such a way that multiple wine moments are captured in one image. This is designed to create a sense of the unfamiliar and disruption that will make consumers stop, notice, and remember the brand.

Tom Smith, marketing director for Europe at Accolade Wines, said: “Hardys has been the number one wine brand in the UK off-trade since 2010 and is now the fifth-biggest alcohol brand.

“We are looking forward to building on our success with the new global creative and out-of-home campaign, with its modernity, distinctiveness and emotion that the previous assets lacked.

“While our continued brand growth has been impressive, it’s equally important for us to drive salience and communicate in a distinctive way.

“Our aim with this investment is to reinforce that Hardys is the most trusted brand and demonstrate that we can cater to a variety of wine drinkers and wine occasions, while hero-ing our higher end portfolio – Crest.”