Cava brand Codorníu is ramping up its use of limited edition wrapped bottle ‘sleevers’, after evidence indicated a wrapped bottle offers a 20% uplift in sales compared with a standard product.
The brand has used seasonal sleever campaigns in Spring and around Valentine’s Day, but is now rolling out a Barcelona-themed gold wrap on its Codorníu Brut NV. It will be available in Sainsbury’s from mid-August, with a second sleever planned for Christmas.
Carolyn d’Aguilar, brand manager at Bodegas y Vinedos Codorníu Raventos, said it was an “ideal” way to add value to the brand and the wider cava category.
“It will introduce new users to the brand, while still appealing to its existing loyal customer base,” she said.