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Campo Viejo Cava focuses on millennials

Published:  03 November, 2017

Pernod Ricard wine brand Campo Viejo, is hoping to take on the might of Prosecco by appealing to younger consumers with its Campo Viejo Cava Brut Reserva.

The Cava, which has previously only been available in the convenience channel, has been launched into major supermarkets in time for Christmas trading.

Cava tracks behind prosecco with 17.6% volume share but Pernod Ricard believes there is an opportunity to capitalise on sales of Cava.

“There’s a huge opportunity to drive value into the category, which currently performs behind total sparkling wine. Just over £106m was spent on Cava in supermarkets in 2016 (Kantar Worldpanel), but there is a clear opportunity for us to bolster the Spanish offering and drive value for our retail partners,” said Vicky Hoey, head of marketing at Pernod Ricard UK.

“Campo Viejo is incredibly popular with the younger affluent audience and with our new Cava offering we’re giving them an alternative to celebrate with, by a brand they already connect with.”

Campo Viejo said it was aiming to enter “new occasions”, whilst continuing to drive double-digit growth into the Spanish wine category. It is launching a digital, social and out of home advertising campaign in proximity to grocery retailers, which will invite the nation to “uncork a bottle of Campo Viejo Cava to bring your celebrations to life, españa-style”.

Hoey admitted that there was “a job to be done” to educate consumers about Cava. She said the brand would use its social media campaign targeted at millennials to bring to life the “vibrancy” of Cava.

Campo Viejo Cava Brut Reserva is entering the grocery channel following successes within the convenience channel. According to Nielsen, (MAT 09.09.2017) Cava was up +1.4% volume and +1.3% value.

The Campo Viejo Cava Brut Reserva expansion will be backed by a packaging refresh from January 2018, which will feature a modernised look and “sleeker labelling”. The recommended retail price for the product is £11.60.