BRL Hardy is breaking out of standard Australian wine marketing by putting the emphasis on regional differences in the country. The Australians have succeeded in the UK by keeping the wine message simple and concentrating on quality, price and varietals. And most consumers in the UK have no idea where in Australia the wines come from. But Hardy is planning to change this and has created a new regional wine division within its sales and marketing operation which becomes operational this month. The division will concentrate on specific brands Houghton (Western Australia), Leasingham (Clare Valley), Chateau Reynella (McLaren Vale), Barossa Valley Estates, Stonehaven (Limestone Coast) and Yarra Burn (Yarra Valley). The team will be led by Marina Gayán who joined BRL Hardy from Catena where she was export director. She said: "The new division enables us to build on the Hardy's regional philosophy which is to bring forward the characteristics and uniqueness of our different vineyards all over Australia." Chief executive Chris Carson added: "The time is right for us to develop a team dedicated to our regional wine portfolio in order to communicate the quality and depth of geographical character that these regional wines offer." {{DRINKS }}

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