Pernod Ricard is looking to tap booming demand for fizz with a new push into grocery for Campo Viejo Cava.
The sparkling wine (rsp: £11.60/70cl), previously available in convenience only, has rolled into Tesco, with “all the major retailers” to follow, said Pernod Ricard.
It will be backed by a campaign of digital, social and out of home advertising in proximity to retail outlets, inviting customers to ‘bring celebrations to live, España-style’.
The social campaign will highlight cocktail recipes, dinner party tricks and play up Campo Viejo’s Spanish heritage. It has also enlisted influencers online to “bring the vibrancy of Cava to life”, with a dedicated campaign on Instagram’s Boomerang app, targeted at millennials.
There was “a clear opportunity for us to bolster the Spanish offering and drive value for our retail partners”, said Pernod Ricard head of marketing Vicky Hoey. “Campo Viejo is incredibly popular with the younger, affluent audience and, with our new Cava offering, we’re giving them an alternative by a brand they already connect with.”