Hardys launches direct-to-consumer online wine store

By Gemma McKenna

Published: 29 May, 2014

Accolade owned wine brand Hardys is getting into direct-to-consumer sales with the launch of its 1853 Club, dedicated to online sales of its more premium wines.

Hardys 1853 direct-to-consumer retail site is open Hardys 1853 Club is now openAccolade owned wine brand Hardys is starting to sell its more premium wines direct to consumers via the 1853 Club.

The site is set up as free to join, but users must register to buy the wines. In doing so they will be alerted first when new allocations arrive and will be offered the first chance to buy the wines. The wines will be available singly or by the case, including the flagship Eileen Hardy range.

The 1853 Club members will also be able to enter exclusive competitions, avail of special offers and get updates on new allocations.

Back in April Paul Schaafsma, Accolade's general manager for the UK, Ireland and AMESCA told Harpers.co.uk that its investment in Hardys was paying off. He said: "Hardy's is the number-one brand in the UK and is growing at 11.7% MAT by value. Our average price point is £5.22, whereas 18 months ago it was £4.73."

The site currently lists 13 wines including 2012 Hardys Signature Chardonnay (£8.99), 2012 Oomoo Adelaide Hills Sauvignon Blanc (£11.49) as well as older and more unusual wines such as 2006 HRB Cabernet Sauvignon (£17.99), 2010 Eileen Hardy Pinot Noir (£34.99) and 2008 Winemaker's Rare Release (£150).

Earlier this year Hardys signed a three-year deal as the official wine of England Cricket, which takes in sponsorship on Sky TV coverage of International Cricket.

Marketing manager for Hardys in the UK Anya Saikkonen, said the club was "a reward for true Hardys fans", which would "allow them access to the premium wines our winemakers have been lovingly working on for years".

"We know from experience that consumers love trying new wines from Hardys and that there is a lot of trust in Hardys as a quality winemaker. With The 1853 Club we can raise greater awareness of the premium portfolio and extend our reach further to wine-knowledgeable consumers nationwide, and not just those who attend our events."

Orders will be fulfilled at Accolade Park, the company's packing facility in Avonmouth near Bristol. It has set up a dedicated warehouse and a team of pickers to process orders. Delivery will be free on orders over £50, but otherwise £7.99.

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