Campo Viejo is getting colourful
Pernod Ricard is exploring the possibility of releasing white and rosé Campo Viejo into the UK market after its Tempranillo became the UK’s leading red wine SKU.
The brand is up 46% in value (Nielsen, year to February 2015) and the team launched a limited-edition reserva at its Streets of Spain festival in London this month.
Lucy Bearman, head of marketing at Pernod, told OLN: “We had a rosé in the market and it’s something we are looking at again. We have the number one SKU in red wine, so that’s been our focus, but there are whites and rosés that exist in the Campo Viejo portfolio and there are a lot of areas we are exploring.
“You are hearing a lot more about white Rioja. Albarino has helped people buy into the idea that Spain does great white wines.”
Bearman said the limited-edition Streets of Spain reserva bottle led to a 30% increase in sales when Pernod Ricard launched it last year and sold out in three months, so it has brought it back in time for the summer.
She said; “The reserva is doing really well, up 25% in value. In Spain the lower price categories are in decline but premium is growing.
“The category has matured. People trust the Campo Viejo brand and will buy a more expensive bottle for special occasions.”
Pernod Ricard will also launch a price-marked pack at £6.99 for the crianza to boost sales in the impulse channel on three different occasions during its 2015-16 financial year.
“We under-trade in the impulse channel, so that’s a great focus for us,” said Bearman.