Hardys is moving into the dessert wine category in a bid by brand owner Constellation Group to generate interest in the under-developed category.
The wine, available now (rsp: £7.99) under the Nottage Hill sub-brand, is made from Shiraz grapes and is full-bodied with cherry, plum, blackberry and soft peppery flavours, according to the company. "Dessert wines tend to be drunk by affluent, older consumers," said Clare Griffiths, VP brands marketing. "We are changing that with a more accessible wine featuring the Hardys name."
A campaign featuring food-matching ideas and sampling will support the launch.