Hardys Zero Comes in Three Varieties to Choose From
Michael Hemsworth — April 12, 2022 — Marketing
References: hardyswines & conveniencestore
The Hardys Zero wine lineup is being launched by the brand as a non-alcoholic option for consumers to choose when seeking out a way to reduce or eliminate libations from their lifestyle.
The wines are made with the brand's Zero Tech X technology that is reported by the brand to be gentler than alternatives, and will help the beverages to retain more of their flavor, body and aroma. The lineup consists of three options including Chardonnay, Shiraz and Sparkling, which are all being launched in the UK this June at a suggested price point of £5.50.
Marketing Director - Europe, Accolade Wines Tom Smith commented on the new Hardys Zero wine lineup saying, "Historically, non-alcoholic wine has suffered from negative taste and quality perceptions – Hardys Zero is set to change all that. 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+.”
The wines are made with the brand's Zero Tech X technology that is reported by the brand to be gentler than alternatives, and will help the beverages to retain more of their flavor, body and aroma. The lineup consists of three options including Chardonnay, Shiraz and Sparkling, which are all being launched in the UK this June at a suggested price point of £5.50.
Marketing Director - Europe, Accolade Wines Tom Smith commented on the new Hardys Zero wine lineup saying, "Historically, non-alcoholic wine has suffered from negative taste and quality perceptions – Hardys Zero is set to change all that. 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+.”
Trend Themes
1. Alcohol-free Wine - The rise in alcohol-free wine collections provides an opportunity for innovations in creating technology that can retain the flavor, body, and aroma of the beverage.
2. Non-alcoholic Beverages - The trend in non-alcoholic beverages is growing and provides an opportunity for new players to enter the market with new and unique offerings.
3. Moderation Products - There is an opportunity for companies to create products that promote moderation in drinking while maintaining the taste and quality of the beverage.
Industry Implications
1. Wine - The wine industry can benefit from investing in technology that creates alcohol-free wine while maintaining the authenticity of the origin grapes being used.
2. Non-alcoholic Beverages - With the growing trend of non-alcoholic beverages, companies in this industry can create new offerings that cater to people who are health-conscious or who are looking for alternative options.
3. Marketing - Marketing agencies can create campaigns that promote moderation in drinking by focusing on the taste and quality of non-alcoholic drinks.
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