Hardys wines signs Above+Beyond to global creative role


Australian winemaker Hardys has appointed Above+Beyond as its creative agency of record following a competitive pitch, as owner Accolade Wines prepares for a global relaunch of the brand.

Hardys brief

Above+Beyond will work with Hardys to develop its new brand positioning and creative spirit, along with a relaunch campaign that will run through all touchpoints of Hardys brand estate.

This campaign will appear in multiple international territories, including Australia, UK, US and Asian markets.

Above+Beyond’s sister agency Yonder Media has worked with Accolade Wines since late 2021.

Hardys is a brand with a rich heritage of over 170 years of wine making, winning more than 9,000 international awards, and has been the best-selling wine brand in the UK for the last nine years.

Its spirit of innovation and experimentation is driving the next phase of the brand’s ambition and growth.

Sandy Mayo, Chief Marketing Officer at Accolade Wines, said: “We have a proud history of pioneering, of restlessness to move our business, brand and wine forward.

“In that spirit we were seeking an ambitious creative partner who could understand our past, and find a distinct, inspiring creative world for our future. Above+Beyond proved to be exactly that partner.”

Matt Steward, CEO of Above+Beyond, said: “When you get the opportunity to work with a great brand, an inspiring team and a client who believes in the power of creativity to drive a brand forward, it’s as exciting as it is invigorating.

“We can’t wait to unleash a new vision, new work and bring in a new audience of Hardys drinkers into the rich world of Hardys and its wines. Just brilliant.”

Accolade Wines are one of the biggest wine companies in the world, producing some of the world’s most-loved brands such as Hardys, Echo Falls, Grant Burge, St Hallett and House of Arras.

Our operations span the entire spectrum of grape to glass, from wine supply and production to sales, marketing and distribution.

Through our relentless innovation, global sustainability, and partners we engage with, we deliver industry leading performance and service to our customers.