Campo Viejo Cava gets wider off-trade launch

Pernod Ricard UK is giving its Campo Viejo Cava a wider launch to extend it from convenience into the full grocery channel.

Historically Campo Viejo Cava Brut Reserva has only been available in the convenience channel but it will now also be sold through major supermarkets with a retail price of £11.60.

Vicky Hoey, head of marketing at Pernod Ricard UK, said: “There is 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, but there is a clear opportunity for us to bolster the Spanish offering and drive value for our retail partners. Campo Viejo is incredibly popular with the younger affluent audience and with our new Cava offering we are giving them an alternative to celebrate with, by a brand they already connect with.”

The cava is described as having a “round and pleasant taste with sweet spots and final reminders of apple”. The drink has good acidity and is therefore suited as an aperitif or with most of the dishes of international cuisine, according to Pernod.

The launch will be supported by a campaign that comprises digital, social and out of home advertising. As part of this, Campo Viejo is inviting the nation to ‘uncork a bottle of Campo Viejo Cava to bring your celebrations to life, espagna-style’.

Hoey said: “There is a job to be done to educate consumers about Cava to shift the dial and drive relevancy. To do this, we will be unleashing a social campaign that will see influencer advocates bringing to life the vibrancy of Cava with a dedicated Boomerang campaign targeted at millennials.”

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