New pack from the UK’s number one Spanish wine brand[1] will vibrantly increase stand out on shelf within the expanding rosé category
Campo Viejo Rosé is getting a fresh, elegant, bold and modern new look thanks to a vibrant new turquoise and silver design. The packaging, selected by consumers from three new design routes[1], will also feature a new screwcap for easy and convenient opening, whilst conserving the fruit flavours of the new 2019 vintage.
The new turquoise and silver packaging highlights the brand’s premium cues with descriptors both in English and Spanish to highlight the wine’s Spanish origin. Pale in colour but vibrant in taste, Campo Viejo Rosé expresses the fresh aromas and complexity of a Provence style rosé and reflects the vitality of the Spanish summer, resulting in a pale rosé with a taste of Spain.
Rosé is the fastest growing sector within the Light Wine category with +11.3% value sales1. Campo Viejo has maintained its position as the UK’s leading Spanish wine brand, with a value share of 22.8%, growing at +14.5%1. Its Tempranillo variety is the number one red wine in the market (volume and value) and number two across all wine.
Lucy Bearman, Wine Portfolio Director at Pernod Ricard UK, comments: “Campo Viejo Rosé is vibrant, crisp and refreshing and this stunning new packaging embodies the very essence of these credentials. Bright, bold, colours are at the heart of Campo Viejo’s DNA and we want to help our consumers searching for the perfect rosé better navigate the category and find a brand they know and love quicker and more efficiently. Campo Viejo is not a brand that blends in, it’s a brand that stands out for being the UK’s top choice for injecting a bit of colour to any occasion, whether that be a glass of wine at a social gathering or family dinner party.”
Pernod Ricard UK’s wine portfolio performance has been robust during the lockdown period and this performance is set to continue with increased investment in the category. PRUK has stabilised its market share position in wine (3.7% value share), fuelled by the growth of the at-home occasion and is continuing to add value to the market through the average bottle price being over £1 higher than the market value (£7.23 vs £6.07)[2].
The new Campo Viejo Rosé (ABV 13.5%) packaging will roll-out across the off-trade from mid-October 2020, RRP: £8.
[1] AC Nielsen MAT to 13.06.20
[1] Pack Research UK: N=120 to 180 per cell, regular Rose drinkers in the UK, 22-64 years old
[2] AC Nielsen MAT to 13.06.20
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