Constellation takes Hardys up-market

Constellation has announced the launch of three new wines in a bid to take its Hardys label more up-market.

Hardys Oomoo Adelaide Hills Chardonnay 2007, Oomoo Coonawarra Cabernet Sauvignon 2006 – both silver medal winners at the International Wine & Spirit Competition 2008 – and Oomoo Adelaide Hills Sauvignon Blanc 2008 will be launched in March.

Thomas Hardy, who founded the now world-renowned Hardys brand over 150 years ago, borrowed the word ‘oomoo’ from local Aboriginal dialect to name one of the first red wines produced at his original Bankside Winery.

Constellation claims the three new Oomoo varieties are part of a drive to build value in the UK wine category. Targeted at consumer groups that research by the drinks company classifies as “engaged explorers” and “experts”, the Oomoo range has been designed to broaden the traditional Hardys offering.