Hardys wine brand 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 per cent YOY value growth (ahead of still wine), now worth over £39m, delivering 0.6 per cent of the total category. This is driven by non-alcohol sparkling, which accounts for 38 per cent 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.
“Historically, non-alcoholic wine has suffered from negative taste and quality perceptions – Hardys Zero is set to change all that,” said Tom Smith, Marketing Director – Europe, Accolade Wines. “Thanks to Accolade Wines’ significant investment in this innovative technology, we can now offer a superior tasting experience versus other non-alcoholic wines.
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
