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Garnacha for Campo Viejo as Pernod launches first experiential wine event

Published:  22 March, 2013

Pernod Ricard is adding a Garnacha varietal to its Campo Viejo brand adding as it looks to increase the number of its well-recognised yellow labels on shelf.

TextPernod Ricard is adding a Garnacha varietal to its Campo Viejo brand as it looks to increase the number of its well-recognised yellow labels on shelf.

 

Campo Viejo Garnacha is described as a fresh, light style of white that delivers red fruit characters, floral notes and peppery spice. It will be sourced from old vines in the Rioja Baja region.

 

"Tempranillo is the largest varietal in the Spain category by far, but Garnacha is the second largest and is in growth. Consumers are really starting to explore so we need to offer different varietals" Lucy Bearman, head of marketing for wine at Pernod Ricard UK, told Harpers.

 

Campo Viejo Garnacha 2012 will share the £8.69 rsp of Campo Viejo Tempranillo when it launches in September and will also be packaged with a yellow label. It will be housed in a Burgundy shaped bottle, while the Tempranillo will continue in a Bordeaux shape, to differentiate the wines. Pernod is recommending that retailers stock the Garnacha next to Tempranillo.

 

"It's very unlikely that people will pick up the wrong one, but if they do I don't think they'll be displeased," Bearman said.

 

Campo Viejo's packaging is also undergoing a subtle change to encourage consumers to trade up. The Reserva and Gran Reserva bottles will include the winemaker's signature and individual batch numbers from July, while the whole portfolio will use more premium paper and gold embossing.

 

"This isn't about pricing. It's more about ensuring consumers are aware of the different trade up options and making it clear why they're trading up," she said. Campo Viejo currently sells for £1.75 more per bottle than the category average for Spanish wine.

 

The brand is also holding a four day Streets of Spain event in London's Southbank Centre as it looks to interact directly with its growing consumer base. The free event will feature 12 stallholders from Barcelona's La Boqueria market, food and wine master classes, street art, and a pop up tapas restaurant in the evening.

 

The event runs from May 3 to 6 and will be advertised beforehand, with a Facebook page to launch next month for consumers to sign up for the masterclasses.

 

"It's really about getting to our consumers and giving them an experience. We see it as bringing the Live Uncorked campaign to life with a fun event full of Spanish vibrancy.

 

"We haven't done anything like this before on our wine portfolio but have learned from the spirits side of the business," Bearman added.

 

Campo Viejo is the best-selling Spanish wine brand, with value sales up 24% in the last year to £40 million, compared to category growth for Spanish wine at 16%. Campo Viejo now accounts for 10% of Spanish wine sales in the UK having grown its customer base and brand recognition amongst its target audience of 25 to 44 year olds.

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