Pernod Ricard UK Welcomes Campo Viejo Cava To Its Familia Within The Grocery Channel

The UK’s number one Spanish wine brand[1], Campo Viejo, is ramping up for the seasonal fiesta with the welcome of Cava to its grocery line-up.

Historically available in the convenience channel only, Campo Viejo Cava Brut Reserva will now be available across all major supermarkets with an RRP of £11.60. Campo Viejo Cava is joining the party at the perfect time – the seasonal celebrations are kicking-off and consumers are looking to trade-up to more premium offerings. While Cava remains strong as the second biggest origin with 17.6% volume share, it still tracks behind prosecco, which continues to be the driving force of the growth in sparkling wine (+9.7%).

Vicky Hoey, Head of Marketing at Pernod Ricard UK, comments: “There’s a huge opportunity to drive value into the category, which currently performs behind total sparkling wine. Just over £106 million was spent on Cava in supermarkets in 2016[2], 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’re giving them an alternative to celebrate with, by a brand they already connect with,” continues Hoey.

Pale yellow with slight golden glints, Campo Viejo Cava Brut Reserva has a round and pleasant taste, with sweet spots and final reminders of apple. Due to its characteristics of good acidity, it is particularly suited for drinking either as an aperitif or with most of the dishes of international cuisine. It is ideal with charcuterie, fish, rice, white meat and cheese.

Campo Viejo Cava is aiming to enter new occasions, whilst continuing to drive double-digit growth into the Spanish wine category. The launch campaign comprises digital, social and out of home advertising in proximity to grocery retailers. Kicking off now, Campo Viejo is inviting the nation to uncork a bottle of Campo Viejo Cava to bring your celebrations to life, españa-style.

“Sparkling wine is synonymous with upbeat social occasions. Through our social campaign, we’ll be focusing on bringing celebratory moments to life through fun, tapas-sized content. We’ll be turning every moment into a celebration by offering cocktail recipes, dinner party tricks and bringing our heritage to the forefront by bringing Campo Viejo’s Spanish spontaneity to the occasion.

“There’s a job to be done to educate consumers about Cava to shift the dial and drive relevancy. To do this, we’ll 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. In addition, we’ll be utilising creative formats such as a colourful canvas on Facebook to demonstrate the spontaneous, fun ways to transform everyday moments into celebration.” concludes Hoey.

Campo Viejo Cava Brut Reserva is entering the grocery channel at a time when sparkling wine is highly topical and vibrant, and follows good successes within convenience (up +1.4% volume and +1.3% value[3]). Its UK expansion will be reinforced by a packaging refresh from January 2018, featuring a modernised look and feel that sports brighter and sleeker labelling to evoke more premium cues at point of purchase. As they say: Life is a fiesta. Dress like it.

[1] Nielsen, MAT 09.09.2017

[2] Kantar WorldPanel

[3] Nielsen, Total Impulse, Latest MAT % Change, w/e 09.09.17

Source: Pernod Ricard

  Campo Viejo, grocery channel, Pernod Ricard, Spanish wine, UK, Vicky Hoey