The new general manager of Accolade Wines in the UK is on a mission to see Hardys competing 'at each fee point' in the country's wine market.
Paul Schaafsma (pictured) told Decanter.com that Accolade plans to relaunch Hardys next year and wants to rebuild pride in the brand by going up against some of the most upmarket wines in the UK.'Hardys is the jewel in our crown,' he said in an interview following the launch of Accolade's Wine Nation 2012 report. 'We make serious premium wines, but we haven't made a distribution platform for that in the UK.' Although Hardys is best-known as a pioneer of mainstream, Australian wine, Schaafsma highlighted awards for higher-priced varieties like Eileen strong, a AUD$72-a-bottle Tasmanian Chardonnay, and the HRB range.'We've got so many premium vineyards all over Australia, but we are not communicating that,' said Schaafsma, who left McGuigan parent companionship Australian Vintage at the end of August to take