On-pack promo for Marqués de Monistrol

17 June, 2009

Cava brand Marqués de Monistrol has launched a collarette competition giving consumers the chance to win a luxury holiday in Spain.

The promotion runs until August 31, and other prizes include three-month memberships to the Gourmet Society.

The push aims to communicate the brand's positioning of "a culture of celebration" and "affordable luxury".

Marqués de Monistrol's 2006 vintage – widely recognised as an excellent vintage for cava – is to reach shop floors by the end of June.

The brand has reported 11% sales growth to £17 million in the year to April, according to Nielsen, as well as a year-on-year volume rise of 1% to 272,000 9-litre cases. Its average unit price has risen by 45p to £5.21.




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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