Sales: £314.9m Growth: +10.9%
The UK’s biggest wine brand just got bigger. Sales are up £31.1m - the second-largest growth in actual terms of our Top 100 brands. It’s perhaps not surprising, then, that it was named as a consumer superbrand for a second year by the Centre for Brand Analysis.
Owner Accolade Wines has spent big on Hardys over the past year, with a £4m investment in support of its England Cricket sponsorship across a number of media channels. The campaign was further supported by a £1m spend on in-store activity and featured space deals. Despite a surge in promotional activity, average prices across the range stayed the same.
Its William ‘Bill’ Hardy range had new packaging and a move to regional blends to highlight its ongoing premiumisation.