Hardys goes large on half bottles
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.
forms part of a £12 million investment in Hardys in 2008, which also includes
a sponsorship link-up with Sky Box Office.