Hardys, one of Australia’s most recognised wine brands, is embarking on its biggest global transformation yet.
It is designed to bring colour, energy and excitement back to the Australian wine category, according to brand owner Vinarchy.
A radical portfolio and packaging overhaul across its three core ranges gives each a clearer and more distinctive role within the portfolio that makes Hardys easier to shop.
Stamp puts the Hardys horseman icon front and centre, VR becomes Voyaging Range, and Crest becomes Core, the beating heart of the brand, with enhanced wines.
The new look is brought to life by ‘Almost Unbelievable’, a disruptive 360 campaign backed by the brand’s biggest investment in years, going live in the UK in November.
Lucy Bearman, global brand director for Hardys at Vinarchy, said: “Hardys is one of Australia’s most legendary wine brands, and its recognition and consumer trust give us a very strong place to start.
“But the epic story behind the brand hasn’t always been visible to shoppers. Consumers told us they found the brand confusing, with too many tiers, products and price points, and that the packaging had started to feel tired.
“We saw a real opportunity to change that.
“We’ve overhauled everything, from brand architecture, wines and packaging to positioning and how we tell our story, so Hardys is easier to shop, more modern on shelf and more emotionally engaging.
“Our ambition is to return Hardys to its place as the number one Australian wine brand.”
Early shopper research suggests the new design is already shifting perceptions, with the new look seen as more vibrant, eye-catching and characterful than the current packaging.
The packaging also reflects Hardys’ new brand world, ‘Almost Unbelievable’, which sets out to connect consumers emotionally with the brand and tell the legacy story behind one of Australia’s first blockbuster wine brands.
Thomas Hardy arrived in Australia from Devon in 1850 with £30 and established the brand three years later.
Almost Unbelievable gives that story a more contemporary treatment, with warmth, character and a little sense of wonder.
Lucy Bearman said, “Thomas Hardy’s story is extraordinary.
“He came to Australia with very little, built a winemaking legacy and helped establish one of the country’s first great wine brands.
“Almost Unbelievable brings forward the real stories, the explorer spirit and the character that have always sat within Hardys, and gives us a bold, playful and mystical way to tell them everywhere consumers meet the brand.”
Founded in 1853, Hardys is sold in more than 100 markets and has received more than 9,000 accolades across the world.
Established in 2025 through the merger of Accolade Wines and Pernod Ricard Winemakers, Vinarchy is one of the world’s leading dedicated wine companies and home to a portfolio of global wine brands including Hardys, Campo Viejo and Jacob’s Creek.