hardys cans

Accolade Wines is set to launch a canned format of its Hardys VR range.

The format will launch in June in Rosé (11.5% ABV), Chardonnay (13% ABV) and Shiraz (13% ABV) varieties, each in 250ml recyclable aluminium cans at an RRP of £2.50.

The supplier hopes the format will appeal to younger shoppers, with the single serve cans being more attractive to those looking to moderate their consumption.

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Since 2020, light canned wine consumption has grown by 46% and is now worth £11.4m. Additionally, a recent survey found 52% of people aged 18 to 44 drink wine in cans or plan to do so in the next 12 months.

Lindsay Holas, brand manager at Accolade Wines, said: “The cans format opens the doors to a whole host of drinking occasions and audiences. Offering a convenient and easily recycled option, we’re expecting the cans to be a hit at festivals in the next few months, whilst also performing well in retail, with their compact size making them perfect for picnics and outdoor summer occasions.

“Hardys Cans uphold the same taste and quality as our standard full sized formats and following on from our new TV advert and marketing campaign, we’re sure they will be a hit with consumers this summer and beyond.”

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