Accolade sets sights on further expansion
Accolade Wines is upping spend on its flagship Hardys brand and setting its sights on further expansion to strengthen its global coverage. Paul Schaafsma, general manager for UK, Ireland and global partners, said: “Retailers tell us Hardys is by far the strongest wine brand, because no one is spending or doing as much to back anything else. “The Australian category started to take itself a bit too seriously so we needed to inject some fun. The fact an Australian brand is sponsoring the England team gave us the perfect ammunition.