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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