Accolade Wines is launching a new consumer campaign for its leading wine brand, and the official wine of England Cricket, Hardys.

‘The Rules According to Hardys’ is back this summer in readiness for a full sporting schedule, including The Ashes and the Cricket World Cup.

The campaign highlights the light-hearted personality of the brand with wry observations on everyday family moments accompanied by a witty rule that plays on the British love affair with cricket.

“The Rules According to Hardys campaign received a great reaction from those who saw it in 2018, and with an action-packed summer awaiting us, we will be once again right behind the England cricket team showing our support with a number of in-store, in-bar, and in-ground initiatives,” said David White, marketing director for Accolade Wines.

The campaign will be activated in-store through limited edition Hardys bottles, including a full sleeve on its popular Hardys Crest wine, and a playful cricket themed version of Hardys Stamp.

The brand will further support the campaign via social channels and a strong brand presence in cricket grounds.