Hardys, the UK’s number one wine brand[2], has launched Hardys Zero, a new non-alcoholic range that utilises cutting-edge de-alcoholising technology.
Available in three classic varieties – Shiraz, Chardonnay* and Sparkling – Hardys Zero aims to make wine accessible and enjoyable for all, no matter the occasion. It offers a quality, no-alcohol experience, with lower sugar and superior taste compared to competitors.
Accolade Wines has first-to-market access to this world leading de-alcoholising technology, Zero Tech X**. As a result of the new, gentler process to remove alcohol, Hardys Zero wines retain more of the aroma, body and flavour of full-strength wine and require less sugary additives versus traditional de-alcoholising techniques.
Zero alcohol wine is in 28.2% YOY value growth (ahead of still wine), now worth over £39m, delivering 0.6% of the total category[3]. This is driven by non-alcohol sparkling, which accounts for 38% of total zero alcohol wine value.
The Hardys brand will give consumers, who are moderating their alcohol intake, the confidence to try these unique, great-tasting wines.
Tom Smith, Marketing Director – Europe, Accolade Wines, comments: “Historically, non-alcoholic wine has suffered from negative taste and quality perceptions – Hardys Zero is set to change all that. Thanks to Accolade Wines’ significant investment in this innovative technology, we can now offer a superior tasting experience versus other non-alcoholic wines.
“Hardys Zero is perfect for those everyday non-alcoholic occasions or for those looking to moderate their wine intake, without compromising on taste or quality. While younger adults are more likely to be regular consumers of low/no alcohol products, we’re expecting Hardys Zero to perform well with shoppers aged 45+. Consumers can be confident when choosing Hardys, knowing it is backed by an award-winning winemaking team and consistent quality over its nearly 170 history. We’re hoping to bring non-alcoholic wine to more households than ever before in 2022.
“We have a passion to delight our consumers with every occasion they enjoy our wines and extending our range into non-alcoholic wines, given the global growth and our consumers interest, made complete sense. Using the best global technology, our talented winemaking team have developed wines that our broad consumer base will love and keep coming back for more.”
Hardys is supporting the launch of Zero nationally with a through-the-line marketing campaign. This will focus on driving awareness and trial, predominantly through digital and in-store activations. Premium displays and point of sale material will drive stand out in store, encouraging consumers to trial and explore these beautiful wines.
Hardys Zero is available from June across grocery (RSP: £5.50), convenience, wholesale and on-trade.
* Hardys existing 0% Chardonnay has been updated with the new recipe and Zero branding
[2] Nielsen Scantrack. Data to 26.02.22
[3] Nielsen Scantrack. Data to 26.02.22
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