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Campo Viejo to drive Spanish wine category

Pernod Ricard is planning for its premium Spanish wine brand, Campo Viejo, a major consumer experiential campaign, new packaging, new varietal, advertising and customer support for 2013.

Currently experiencing its strongest sales performance in recent years and outperforming both the Spanish and Rioja categories, Campo Viejo is growing at 33% in value and 44% volume, with a price premium of £1.75 ahead of the overall Spanish category.

“Campo Viejo is thriving and driving real value into the Spanish wine market,” says Lucy Bearman, Pernod Ricard UK’s head of marketing for wine. “Our brand activity is focused on keeping Campo Viejo front of mind for our existing consumers and drawing new consumers into the Spanish wine category.”

Gaining maximum stand out
Campo Viejo recognised by its distinctive yellow label. In a bid to achieve even greater stand out, “reinforce its premium credentials and help consumers navigate the portfolio”, Campo Viejo is evolving its packaging.

Available from July, the new-look bottles have benefited from subtle changes including gold embossing, incorporation of the winemaker’s signature, individual batch numbers, new pantone colours and more premium paper used on the label.

The back label across the range will also feature a QR code that will direct consumers to a mobile site, which will host additional product information including tasting notes and wine and food pairings.

Drawing new consumers to the category
Building on the success of Campo Viejo Tempranillo, which is demonstrating a year-on-year volume growth of 45.7% and value growth of 40.3%, the brand is introducing a new varietal to its range in September. Campo Viejo Garnacha 2012 is a vivid expression of Rioja sourced from old vines in the Rioja Baja region of Spain.

Evidence shows that there is a consumer appetite for Garnacha. It is currently the second most popular grape varietal after Tempranillo and growing in volume by 16% year-on-year.

“We know that there is consumer demand for Garnacha and as the leading Spanish wine brand in the UK, we are perfectly positioned to bring a premium branded offering to the market,” adds Lucy Bearman. “We anticipate the new Campo Viejo Garnacha to appeal to our existing consumers who are looking to experience more from their favourite wine brand and new consumers who know they can rely on a premium brand to deliver excellent quality.”

Campo Viejo Garnacha is a fresh, light style of wine that delivers red fruit characters, floral notes and peppery spice. To ensure differentiation from the Tempranillo varietal, the new wine is packaged in Burgundy shaped bottle which is a nod to the first ever bottle of Campo Viejo which featured in this distinctive style.

Bringing ‘Live Uncorked’ to the streets of London
This spring, Campo Viejo is bringing its ‘Live Uncorked’ platform to life and offering consumers the opportunity to immerse themselves in the brand and in Spanish culture.

From May 3-6, 2013, Campo Viejo’s ‘Streets of Spain’ will bring the vibrancy and colour of Spain to the UK as it hosts a four-day celebration of modern Spanish food, wine, art and culture at London’s Southbank Centre. The initiative includes a partnership with the world famous Barcelona market, La Boqueria, as market stall-holders come to the UK for the first time.

All elements of the 2013 Campo Viejo activity will be supported with a 360° campaign which will include advertising, in-store activation, PoS material, Facebook and Twitter activity.

*Source: Nielsen Price Band data for Total off-trade for 52 w/e February 2, 2013

26 March 2013 - Felicity Murray