Range revamp for Campo Viejo

Pernod Ricard UK is revamping the Campo Viejo range in a bid to raise awareness of the Tempranillo grape and the wines of Rioja.

It has launched Campo Viejo Vintage 2011 (rrp £7.79), a fresher and fruitier expression of the brand – and will be backing it with above-the-line ads, consumer PR, Facebook and below-the-line activity.

It has also made its crianza 100% Tempranillo, and dropped the “crianza” name in favour of Campo Viejo Tempranillo 2010.

The wine is to retail for £8.55, and its launch in April will be backed by a national ad campaign, digital communications and consumer PR.

Deputy managing director Simon Thomas said: “Campo Viejo Tempranillo, which capitalises on UK consumers’ increased interest in Tempranillo and their growing preferences for more progressive and balanced styles, will help to broaden the number of occasions current Spanish wine drinkers choose Spanish wine.

“Our research tells us that grape variety is consumers’ number one buying criteria, with 69% of wine drinkers considering grape variety as important, or very important, in their decision-making process. 

“We’re enabling retailers to tap into this opportunity with a premium-quality wine showcasing the best of the Tempranillo grape, which our research has shown to score better overall than Campo Viejo Crianza on every measure, including purchase intent.”

He added: “We see a clear opportunity to further grow the Spanish wine category. Through our insights and consumer research, we know that consumers are looking for more balanced and progressive wine styles and as the UK’s number one Rioja wine brand, we are well-placed to drive this growth by championing the quality and characteristics of Tempranillo from Rioja, which has the potential to achieve for Spain what Sauvignon Blanc has for New Zealand.”

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