Source: Accolade Wines

The wines are dealcoholised with ‘cutting-edge’ technology

Hardys is boosting its range of non-alcoholic wines with a new trio.

The Accolade Wines brand, which is the UK’s biggest-selling wine,  has unveiled Hardys Zero, a trio of non-alcoholic wines dealcoholised with what it called “cutting-edge” technology.

The wines – Shiraz, Chardonnay and Sparkling – retained “more of the aroma, body and flavour of full-strength wine”, said Accolade, thanks to the “new, gentler process” which removed the alcohol (rsp: £5.50/750ml).

The Chardonnay SKU is an updated version of the non-alcoholic Chardonnay sold under the Hardys brand, but with a new recipe and Zero branding.

“Historically, non-alcoholic wine has suffered from negative taste and quality perceptions,” said Accolade Wines Europe marketing director Tom Smith, adding the brand wanted “to change all that”. 

“Thanks to Accolade Wines’ significant investment in this innovative technology, we can now offer a superior tasting experience versus other non-alcoholic wines.”

The drinks were “perfect for those everyday non-alcoholic occasions or for those looking to moderate their wine intake, without compromising on taste or quality”.

The launch comes as sales of non-alcoholic wine suggest any negative perception among shoppers is fading away: sales were up 28.2% over the 52 weeks to 26 February 2022, bringing the category to over £39m, according to NielsenIQ figures supplied by Accolade.

The new Hardys Zero range will roll out in June.

William Reed - the publisher of The Grocer - runs a trade show exclusively for the low & non-alcoholic drinks industry. For more information, visit its dedicated website.