140 High Street Esher Surrey KT10 9QJ T: 01372 473000 F: 01372 473100 Key contacts Marketing manager Andrew Nunney PR division Brett Fleming The latest ACNielsen figures show that for the 12 months to June the value of Australian wine has climbed from 18.4% to 19.5%. However, the success of New World wines does not mean that the producers are happy to sit still. Hardys, for one, have created a whole new range to maintain and further grow consumer interest. BRL Hardy's marketing manager Andrew Nunney says: "We are the number one off-trade brand and now we are launching Hardys Varietal Range, a new sub-brand which will be one of the most competitively priced single varietal wine ranges in the Australian category." The Hardys VR range of three wines will retail at £4.49, providing consumers with a significant new entry point into the Hardys portfolio. Nunney says: "Hardys VR has all the hallmarks associated with the Hardys name, combining quality, consistency and value for money and the introduction of the new range opens up the Hardys portfolio to a wider variety of consumers by further extending the price range." Distinctive wine The stylish claret shaped bottle with a distinctive cigar band on the neck strongly communicates the Hardys brand with the VR logo sub headed Varietal Range to communicate the varietal nature of the wines. "We believe Hardys VR will develop a strong consumer following and create greater awareness and trial of Hardys wines, with trade-up to Hardys Stamp of Australia, Hardys Nottage Hill and into the premium wine portfolio," says Nunney. Both the red wines in the Hardys VR range are made by Hardys chief red wine maker Stephen Pannell who says: "The VR range is made with grapes from a broad spectrum of Australia's viticultural regions which provides us with the flexibility to consistently produce varietal wines that are approachable and easy to drink with great flavour and character." Choices Consumers have a choice of two reds to reflect the growth in consumption of red wines and one white wine. Hardys VR Varietal Range Cabernet Sauvignon, £4.49 is medium to deep red with aromas of black cherry and plum, hints of cinnamon and cloves and toasty oak flavours. It is ideal with pasta dishes and rustic Mediterranean cuisine. Hardys VR Varietal Range Shiraz, £4.49 is deep brick red with aromas of spicy black pepper, ripe blackberry and raspberry fruit with subtle toasted oak and good length. It is perfect with lamb and mild soft cheeses. Hardys VR Varietal Range Chardonnay, £4.49 is medium straw in colour with fresh citrus characteristics and a soft rounded palate. It is a good accompaniment to pasta and fish dishes. For the launch of this new range, Hardys have developed a unique advertising campaign centred around a cartoon character who finds himself in a number of amusing scenarios that exaggerate everyday life by playing off the brand name and always involve a bottle of VR. Other brands available in the Hardys portfolio include Hardys Stamp of Australia, Hardys Nottage Hill and Hardys Crest. {{Z SUPPLEMENTS }}