July 23 2015  |  Spirits & Tobacco

Accolade Wines commits to GTR with exclusive products and new PR strategy

By Wendy Morley

Hardys offers wines with a large range of price points, to serve all duty free passengers

Accolade Wines has emphasized its commitment to global travel retail by introducing two exclusive wines, Hardys Premium Selection and Mud House Hillside No.5, in addition to collaborating with Essential Communications for its PR and communications in the industry.

The Premium Selection by Bill Hardy, a fifth generation winemaker of the Hardys family, is already listed with World Duty Free across the UK, and is available in Shiraz or Chardonnay expressions. The Hardys range is one of the Leading and most widely distributed wine brands in global travel retail.

Rupert Firbank, Accolade Wines Commercial Director, comments: “Travel retail plays a significant role in the development of our Hardys wine brand. The introduction of ‘The Premium Selection’ is another step in our mission to introduce travellers to the more premium and often undiscovered Premium end of the Hardys Portfolio.

“We have a very broad range of Hardys wines, some of which start at over $200 AUD (US$147) per bottle, whilst others are available to the more modest passenger spend at less than $12AUD (US$9) at the other end of the spectrum. Wine in travel retail needs to appeal at a wide range of price points depending on location and passenger mix. Getting that message across is key for Accolade, and the introduction of Hardys Premium Selection takes us further in the right direction.”

Mud House Hillside No. 5, already listed with Aer Rianta, is a classic, fruity Sauvignon Blanc sourced from the hillside blocks of Mud House’s Marlborough Vineyard.

Mud House Hillside No. 5 is a classic Sauvignon Blanc

Firbank also comments on his new association with Essential Communications: “We are very excited to be working with Essential Communications; the past two years has seen Accolade Wines greatly expand its Travel Retail business with very strong double digit growth in each year. The category is gaining momentum, retailers are beginning to capitalise on the value of having a broad selection of branded wine in their stores, so we feel that this is the perfect opportunity to step up our investment in the industry, and PR is a brilliant way to do this.” 

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