Constellation Europe’s flagship brand Hardys has been re-packaged.
The new packaging has been designed to reinforce the brand’s heritage through emphasis on ‘Established 1853’.
The bottle design has evolved to create a more consistent feel across all of the core sub-brands in the Hardys range, including Nottage Hill and Stamp. Hardys also hopes to create customer recognition in both the on and off trade.
Constellation hopes the repackaging will serve to create more distinct, individual personality for its premium Hardys ranges, including Oomoo, Eileen Hardy and Thomas Hardy.
Clare Griffiths, VP of European consumer marketing said: “Constellation will continue to invest in building consumer affinity with Hardys, both through developments such as this, and by consistently offering consumers wines they enjoy from a brand they recognise and trust, and at a price that motivates.”
The new packaging launch will be supported with marketing activity throughout the summer.