Stars move as Constellation Wines change to Accolade Wines

Constellation Wines has officially changed its name to Accolade Wines along with announcing a new strategy. The company own big-selling brands such a Hardy's, Echo Falls, Stowells and Kumala. Hardy's has regained the title of biggest UK off-trade wine brand with sales growing in value from £211M in 2009 to £273M in 2011. Accolade says the key to its continuing success in the UK market is the sub-£10 bracket, which creates strong brand awareness, plus its high-profile marketing activity, including the sponsorship of popular Channel 4 show, Come Dine With Me.