Pablo puts Campo Viejo in the frame

05 October, 2007

Pernod Ricard has invested 1.5 million in an advertising campaign for Rioja brand Campo Viejo.

The

promotion sees the return of the Picasso-esque character Pablo, who will feature in a series of print ads that will appear in national newspapers and consumer magazines.

Pernod Ricard wine development director Adrian Atkinson said: "Campo Viejo continues to drive the growth of both the Rioja and Spanish wine categories.

"With seven wines now in the portfolio, the ad campaign is aimed at encouraging consumers to re-appraise Rioja and give Campo Viejo a try, as it's a long way from the heavier wine style which people sometimes associate with the region."




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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