The UK’s largest wine brand Hardys will be the title sponsor for this year’s Bristol International Balloon Fiesta after winning the naming rights in a competition.
Hardys was one of four businesses drawn as sponsors at a glitzy dinner for members of the Fiesta’s 100 Club held last night at Cameron Balloons’ factory in Bedminster. 
The Fiesta, Europe’s largest ballooning event, is now named Hardys Bristol International Balloon Fiesta.
Food outlet group Subway Bristol and West was announced as the sponsor for the Thursday nightglow and first-time 100 Club members security group Securitas will sponsor the Saturday nightglow. The sponsor of the air display is accountants Grant Thornton.
The iconic International Balloon Fiesta, now in its 36th year, attracts around 500,000 visitors and more than 100 balloons, making it one of the UK's top five outdoor events.
Over the years it has become a symbol of Bristol, gaining media coverage across the globe estimated to be worth £2m. The Fiesta’s 100 Club, launched several years ago, gives businesses unparalleled exposure through a range of profile-raising and branding opportunities.
All members’ names go into a draw to be one of the four main sponsors.
This year’s Fiesta takes place between August 7 and 10. More than 100 hot air balloons will take off from Ashton Court Estate at dawn and dusk, as well as lighting up the skies at night during the famous nightglows
Simon Williams from Hardys, which is among the brands bottled by Australian wine group Accolade at its Avonmouth plant, said: “We’re really excited to be named title sponsor. All our wines destined for the UK and Europe are bottled at a state-of-the-art facility in Bristol, so we feel part of the region and have been proud sponsors of this fantastic national event for four years.
“The fiesta is at the heart of the city and we can’t wait to see the balloons take off.”
Accolade bought the 885,000 sq ft plant from Constellation Brands in 2011.
The Fiesta entertainment programme will include a display from the RAF Typhoon Display Team and the return of the all-female Breitling Wingwalkers, taking to the skies for dare devil performances.
The bandstand will feature a full programme of local bands to entertain crowds in between the in-air action, as well as a full selection of experiential and family activities throughout the site.
The Fiesta’s charity this year is Bristol Above & Beyond charity and all money raised by it at the event will specifically support its £6m Golden Gift Appeal to raise funds to transform Bristol cancer centre, the BHOC (Bristol Haematology and Oncology Centre) and the Bristol Royal Infirmary (BRI) for millions of patients for generations to come.
