Campo Viejo Tempranillo storms up bestseller chart
Campo Viejo Tempranillo has grown 25% in value in the past year and is now third bestselling wine SKU in the off-trade (Nielsen, year to April 26).
Its recent performance has propelled it up the chart and it now sits behind only Blossom Hill Rosé White Zin and Blossom Hill White – making it the bestselling red wine SKU.
Brand owner Pernod Ricard revamped the SKU in February 2012, changing it from Campo Viejo Crianza to Campo Viejo Tempranillo to focus on the grape rather than the ageing process after it decided Tempranillo could do for Spain what Sauvignon Blanc did for New Zealand.
Sales have soared and head of marketing Lucy Bearman said: “Campo Viejo has leveraged its brand strength and performance to help UK retailers tap into this significant category growth opportunity and we’re very happy to see the fruits of our labour rewarded.
“The brand’s average price per bottle is the highest in the top 15 wine brands at £6.80 – and the good news doesn’t stop there. Campo Viejo Reserva has grown an impressive 9.5% and our Gran Reserva is up 78.9% in line with our strategy to drive premium growth and provide consumers with an opportunity to explore different expressions of Tempranillo for different occasions.”
Overall Campo Viejo is now at number 14 in the top UK wine brands after growing at 29.2% in vaue (Nielsen, year to April 26).