Constellation has redesigned the packaging of its flagship wine brand Hardys to reinforce its premium appeal.

The redesign would run across the entire Hardys portfolio and include an 'Established 1853' message, which would appear as standard on each bottle for the first time, claimed the brand. The bottles were now completely black with the gold detail bottle neck removed for a sleeker look, said Constellation.

The new-look range will be rolled out this month, supported by marketing including an above-the-line campaign and in-store activity.

Topics