Hardys goes large on half bottles

25 July, 2008

Constellation Europe is extending its flagship brand Hardys with the launch of a 37.5cl bottle.

The Hardys Nottage Hill half-bottle range comprises Chardonnay and a Cabernet Sauvignon/Shiraz blend, retailing at 3.99.

The introduction of smaller bottles comes on the back of Constellation's Wine Nation consumer research, which revealed that while consumers want to treat themselves to a glass of wine at home, "they won't allow themselves to open a full bottle and 'waste it'", according to a spokeswoman.

"The half-bottle format works on many levels - it drives trial; it allows consumers to enjoy a good quality wine whil e spending the same as they would on an entry-level bottle and it allows consumers to trade up by trialling a smaller bottle first, removing the risk of spending more," she added.

Display stands for the half-bottles will be available for retailers from this month.

The roll-out

forms part of a 12 million investment in Hardys in 2008, which also includes

a sponsorship link-up with Sky Box Office.




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When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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