• by Fern Siegel , April 19, 2023

Following a competitive pitch, Australian winemaker Hardys appointed Above+Beyond as its creative agency of record. Owner Accolade Wines is prepping for a global relaunch of the brand.

Above+Beyond will develop Hardys' new brand positioning. A new campaign will run in various countries, including the U.S., U.K., Australia and various Asian markets.

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

Hardys has been making wine for over 170 years.

Sandy Mayo, Chief Marketing Officer at Accolade Wines, said: “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 the agency was excited 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.”

Accolade Wines is one of the biggest wine companies in the world, producing brands such as Echo Falls, Grant Burge, St Hallett and House of Arras.