Hardys is a name synonymous with South Australian winemaking since 1853. While their product range was well represented in most price categories, a gap existed in the $20-$30 category. William (Bill) Hardy, current ambassador, caretaker for the brand, and fifth generation descendant, was the ideal namesake for an iconic product range to bridge the gap between their mainstream brand and more premium signature range.
Tucker Branding was engaged in developing branding for a new product range that reflected the personality of William Hardy and the brand’s values. Additionally, we were asked to give thought to brand and retail extensions.
Our target audience was eager young, affluent wine explorers. Given their pre-disposition to discover more about the brand, we elected to take them on a wine journey of discovery to understand the wine, its heritage and why Bill has selected the wine for his namesake.
Premium cues to reflect its $30 plus price point included the Thomas Hardy crest on the capsule and background image as a link to the family business, plus Bill’s signature as the hero. All communication bore a similar look and reinforced the proposition to discover more. Packaging for the wines, an Adelaide Hills Chardonnay, Adelaide Hills Sauvignon Blanc, Coonawarra Cabernet Sauvignon, and Barossa Valley Shiraz, are supported with campaign extensions, retail brand activation, trade and sales material, and database activity.
While well-assisted by industry accolades for the wine’s quality, the William Hardy range has performed exceptionally well with the target market and has lead to continued sales growth and brand loyalty.