The stakes in the UK market for branded wine have been raised by BRL Hardy which is going on TV for the first time. The Australian company has planned a £1.3m promotional budget most of which will be spent on TV. This is for a generic campaign promoting the Hardy name which will be launched in September and will run to the end of the year. The campaign carries the theme: Hardys. Makes a great impression'. This will be seen on national TV on selected programmes which target viewers who fit the Hardys drinker profile. Press ads in national women's and mainstream consumer magazines, together with national cinema advertising, will take the campaign to 10 million people. Marketing manager Bryonie Grieveson said: "The Hardys brand has grown by 500% in volume in five years, innovating and developing as a key player in the Australian wine explosion. "We are now ready to take the brand's quality message to a wider audience." The ads will be shown on satellite as well as targeted terrestrial coverage in the London area to reach the region's high proportion of New World wine drinkers. The TV film aims to appeal to male drinkers of Australian wines and their partners who are more likely to be the purchasers, particularly in multiple grocers. The key message is one of quality, to reflect the premium nature of the featured varietals. The Hardys brand will be represented by two blends, Chardonnay Sauvignon and Cabernet Shiraz Merlot featuring the Hardys crest on the label, which give consumers a stepping stone into the premium wine market. "We are making a major investment in the wine sector to bring Hardys and wine in general to the attention of the consumer." The Hardys brand will also be supported by instore promotions and theatre, sampling, wine tastings and sponsored activities. {{DRINKS }}

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