The England & Wales Cricket Board announced in March 2014 that Hardys, the UK’s largest wine brand, is the new Official Wine of England Cricket.
In a three-year sponsorship deal, Hardys will promote their products and offer samples to fans at England’s home international fixtures as well as promoting their association with England Cricket through advertising and marketing campaigns.
Hardys is also launching the ‘1853 Club’ which will give cricket fans to opportunity to buy premium level Hardys wine, which has limited availability in the UK.
Fifth generation Hardy family member William (Bill) Hardy said: “We are very excited to partner with England Cricket. It is a sport close to my heart and has been enjoyed by the many generations of the Hardy family.”
David Collier, Chief Executive of ECB, said: “The ECB is thrilled to embark on this partnership with Hardys wine. Hardys is an established brand that will offer the nation’s cricket fans quality wine to enjoy during international matches. This is another example of our expanding commercial partnerships, and will allow us to invest more in the development of cricket game-wide.”
The ECB and Hardys are committed to the promotion of responsible consumption of alcohol. The ECB continues to promote “Drink Within Your Boundaries” campaign messaging on match-days which encourages fans to think about their alcohol consumption whilst within county grounds. The messaging, which is supported by Drink Aware, is promoted in toilets, at bar areas, on big screens and through regular public address announcements.
Hardys is the second most powerful wine brand in the world and the UK’s number one selling wine brand. The vineyard was originally founded by Devon born Thomas Hardy in 1853 on the banks of the River Torrens in Adelaide, South Australia. Thomas Hardy, generally considered as the father of the wine industry in South Australia, died in 1912 leaving behind a legacy of innovation, generosity and excellence that continues just as strongly to this day.
In 1927 the vineyard relocated to its current home in McLaren Vale, South Australia. In August 2013 Hardys underwent a brand refresh which included creating new-look packaging across the portfolio to provide more cohesive and recognisable labelling for their products. The brand, owned by Accolade Wines, is stocked in bars, restaurants and supermarkets across the UK.