Do the can can with Hardys this summer

Hardys, the UK’s number one wine brand[1], is set to unveil a new canned format in June. New Hardys Cans will launch in three popular wine varietals – Rosé, Chardonnay and Shiraz – across all channels.

The flexible and convenient format will appeal to younger shoppers and the single serve can taps into the trend for moderation, as well as making wine more suitable for on-the-go and event occasions. The new collection is Hardys latest innovation to hit the shelves, showcasing the brand’s commitment to making wine more accessible and enjoyable for all.

Since 2020, light canned wine consumption has grown by 46% and is now worth £11.4m (0.2% of total light wine). Whilst a recent survey found 52% of people aged 18 to 44 drink wine in cans or plan to do so in the next 12 months[2].

Made from aluminium, Hardys cans are fully recyclable, re-enforcing Accolade Wines’ long-term commitment to sustainability and reducing its overall impact on the planet.

Lindsay Holas, Brand Manager, Accolade Wines, comments: “The cans format opens the doors to a whole host of drinking occasions and audiences. Offering a convenient and easily recycled option, we’re expecting the cans to be a hit at festivals in the next few months, whilst also performing well in retail, with their compact size making them perfect for picnics and outdoor summer occasions.

“Hardys Cans uphold the same taste and quality as our standard full sized formats and following on from our new TV advert and marketing campaign, we’re sure they will be a hit with consumers this summer and beyond.”

Hardys Cans are now available £2.50 (250ml) across all retail channels, with listings in the on-trade and festivals lined up for this summer.

[1] Nielsen Scantrack. Data to 26.02.22

[2] Norstat, 2021