Pernod Ricard-owned Rioja brand Campo Viejo has overtaken own label Rioja in value terms for the first time.

It grew 21% by value from £20.5m to £26m and 19.7% by volume in the UK off-trade [Nielsen MAT to 3 November], while own-label Rioja fell 18% in value to £25.6m and 13.9% in volume.

"Campo Viejo continues to drive the growth of the Rioja and Spanish wine categories," said Annabelle Kuhn, head of marketing for wines, Pernod Ricard UK.

A marketing campaign positioning Campo Viejo as smoother and fruitier than traditional wines from the region will run through 2008.