Hardy to support Pink Ribbon Foundation campaign

BRL Hardy Wine Company, the Australian wine specialist, has joined forces with the Pink Ribbon Foundation, a UK cancer charity organisation.

The Foundation was set up to fund projects and provide impartial financial support to 49 breast cancer charities.

As part of an awareness-raising initiative, Hardys Stamp of Australia has announced it will donate a minimum sum of £50,000 to the Pink Ribbon Foundation and has earmarked a number of fundraising activities throughout the following year.

From March, the two white and two red wines in the Stamp of Australia range will publicise the partnership using new packaging - a pink ribbon adorning each bottle.

Adrian McKeon, trading development director for BRL Hardy Wine Company, said: "Hardys Stamp of Australia is a best selling brand in its own right and has strong appeal with both female and male consumers. We are confident that this cause-related activity - the first of its kind for the UK wine industry - will increase sales and generate income for the Foundation.

"This cause-related approach with the Pink Ribbon Foundation is relevant to all trade channels and reflects the corporate community's commitment to raising money for charity," he added.

The Hardys Stamp of Australia Pink Ribbon Foundation affiliation will benefit from a £1.4m national advertising campaign and a programme of promotional activity.

Publicans will also be supplied with bespoke posters and back-bar displays to generate interest and maximise sales.

"While our primary aim is to both contribute and raise funds for the Pink Ribbon Foundation, ultimately the profile of the brand will be significantly raised which will increase sales and profit for retailers and licensees as well as the charity in turn," added Mr McKeon.