Almost Unbelievable

Australian wine brand Hardys is undergoing its biggest transformation yet, with parent company Vinarchy giving the brand a new portfolio structure, packaging and campaign designed to make its heritage more visible and simplify the range at shelf. The overhaul aims to restore Hardys to a leadership position while bringing more colour, energy and excitement to the Australian wine category.

At the centre of the relaunch is “Almost Unbelievable,” which tells the story of founder Thomas Hardy’s arrival in Australia from Devon in 1850 with just £30 before establishing the Hardys brand three years later. The campaign will roll out across TV, social, online activations, out-of-home and in-store, with a focus on warmth, character and a sense of wonder.

The rebrand also addresses consumer confusion around Hardys’ multiple tiers, products and price points. Its three core ranges have been revamped: Stamp now features the iconic Hardys horseman and bolder colour, VR has been renamed Voyaging Range with a ship motif referencing Hardy’s journey, and Crest has become Core with a new identity and QR code connecting shoppers to the brand’s story on Instagram.

Launching in the UK in November before expanding across EMEA, Asia and Australia, the transformation comes as Australian wine continues to lose shoppers in the UK despite its strong category position. Vinarchy hopes the refreshed identity and clearer range will encourage consumers to reconsider Hardys, with early feedback describing the new packaging as more vibrant, eye-catching and characterful.