Accolade Wines is targeting 145,000 consumers through a stepped-up sponsorship and sampling campaign at the BBC Good Food Shows this autumn.

The Australian brand has already sponsored the supertheatre at the Scottish show earlier this month, and is headline sponsor of the restaurant experience at its London and Birmingham sister events. There will be prominent Hardys bars and sampling available throughout the day at both events. The brand is also hoping to recruit new Facebook fans ahead of the event.

Clare Griffiths, European marketing director at Accolade Wines, said: “The BBC Good Food shows are a natural fit for Hardys which has established a strong association with food and dining occasions through its extensive sponsorship of Come Dine with Me. The events attract huge interest from consumers who enjoy quality food and wine so they provide the perfect opportunity to showcase Hardys’ versatility and heritage while recruiting new drinkers.”

Hardys has sponsored the show since 2010.
The BBC Good Food Shows kicked off in Scotland from October 19 to 21, while the London show runs from November 9 to 11 before moving to Birmingham between November 28 and December 2.