Australian wine brand Hardys is celebrating ‘the joy of certainty’ through a new global branding as it aims to drive customer acquisition across a wider demographic.

Running across all markets and territories, the branding will look to capture the ‘vibrancy, joy and emotions’ of an evening spent with friends sharing Hardys wine.

The branding will be rolled-out via a nationwide out-of-home campaign from early November, with the creative present at high-impact sites including Leicester Square, the Arndale Centre in Manchester, Birmingham’s Bull Ring, and the London Underground network.

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“Hardys has been the no.1 wine brand in the UK off-trade since 2010 and is now the fifth biggest alcohol brand. We are looking forward to building on our success with the new global creative and OOH campaign, with its modernity, distinctiveness, and emotion that the previous assets lacked,” Accolade Wines marketing director Europe, Tom Smith said.

“While our continued brand growth has been impressive, it’s equally important for us to drive salience and communicate in a distinctive way. Our aim with this investment is to reinforce that Hardys is the most trusted brand and demonstrate that we can cater to a variety of wine drinkers and wine occasions, while hero-ing our higher end portfolio – Crest.”

The campaign will mark the Accolade-owned brand’s first major out-of-home push since 2015 and is backed by a significant six-figure investment to expand the creative’s reach.