Sales: £71.4m Growth: +38.1%
Focusing on higher-tier wines has paid off for Campo Viejo. Not only has it added a further £19.6m to brand value (on volumes up 42.4%), but its Tempranillo has retained its crown as the number one red wine SKU in grocery, says brand owner Pernod Ricard.
Over the past 12 months, Pernod Ricard says it has implemented a ‘high impact’ £2m campaign including in-store activity and out-of-home advertising. “We’ve also supported Campo Viejo with best-in-class digital campaigns and unrivalled brand experiences, such as our highly successful Streets of Spain festival in London, providing exciting content and hands-on experiences,” says Pernod Ricard commercial director Chris Ellis.
The annual Streets of Spain festival, which takes place at London’s Southbank Centre, offers consumers an opportunity to learn more about Campo Viejo and Spanish culture. “This is one of the innovative ways that Campo Viejo is driving value into the Spanish wine category by increasing consumer engagement,” Ellis adds.
The festival saw the return of Campo Viejo’s partnership with two of the world’s leading urban artists - Okuda and Remed - who have created the second Limited Edition Campo Viejo Reserva Art Series. Campo Viejo claims its first limited-edition design created a sales uplift of more than 30%.