Campo Viejo, the world’s leading wine brand from Rioja and the UK’s number one Spanish wine brand, has unveiled its latest addition in its Reserva Art Series Limited Edition bottle line-up. Now in its fifth year, the new product in the portfolio will capture the essence of ‘Live Uncorked’; aiming to inspire consumers to live a life that is as rich, authentic and expressive as Campo Viejo’s wines.
For the first time, Campo Viejo partnered with global online artist community, Talenthouse. Artists from around the world were invited to design a label that reflects what it means to ‘Live Uncorked’ and truly represent Campo Viejo’s premium Spanish way of life.
Taking inspiration from the brand’s past label designs, created by world renowned street artists Remed and Okuda, Talenthouse artists were tasked with producing a piece of work which embodies the Spanish lifestyle with its sense of vitality, colour, happiness and freedom of expression.
The winning design is by Los Angeles based artist, Norman Duenas, whose vibrant creation A Celebration depicts an abstract representation of lives coming together and celebrating life. Duenas’s submission was selected from 696 designs shared from across the globe, by a judging panel which included acknowledged Spanish street artist Okuda, Campo Viejo’s Chief Winemaker Elena Adell and Anna Dimitrova, Founder of Nobulo Art and Culture projects.
Campo Viejo stand proudly as the number one branded Spanish wine in the category, with +15.6% value growth and maintaining 42% value share of the Rioja category. With this latest launch, the brand is aiming to further increase desirability and engagement, whilst continuing to drive double-digit growth into the Spanish wine category.
“Previous limited-edition bottles have driven uplifts of up to 30% in sales over their respective campaigns, so we’re confident that the fifth Reserva Art Series bottle will capture the imagination of shoppers and drive stand-out on-shelf. Retailers should take advantage of this Limited Edition as we approach spring and summer – key periods for wine sales, with consumers beginning to throw parties with friends, hold family gatherings, as well as the help from warmer weather sparking the incentive to enjoy picnics and BBQ’s,” comments Toni Ingram, Head of Marketing – Wine at Pernod Ricard UK.
“We have loved working with Remed and Akuda on our previous four Reserva Limited Edition bottles and continue to work closely with them. Campo Viejo inspires a more expressive world and therefore this year we wanted to do something different with the creative community and on a larger, global scale, by offering artists from around the world the opportunity to design our label. We were blown away with the level of engagement, with the initial brief reaching a total of 11,906,556 individuals.”
The new Campo Viejo Reserva Art Series Limited Edition bottle (RRP £12.95) will be available from April 2018 for a limited time across grocery and impulse channels. The launch will be supported with in-store activations and a social campaign from April 2018, which will include a focus on Facebook and Instagram channels as well as influencer support and a competition element.
Source: Pernod Ricard