campo viejo white rioja

Pernod Ricard has unveiled the first white Rioja from Campo Viejo made for the UK market.

A blend of wines made from viura and tempranillo blanco grapes, Viura-Tempranillo Blanco - part of the brand’s yellow label range - is arriving in the multiples this month with a 12% abv and an rsp of £9.35. It will roll out to c-stores in May.

The 2015 vintage was the result of about two years’ experimentation in the brand’s carbon-neutral winery in Logroño, Spain, said Carlotta Colkin, senior brand manager at Pernod Ricard.

The vines for its grapes, both indigenous to the Rioja region, were planted in 2007 following the decision by the Spanish food and drink regulator, the Consejo Regulador, to allow the use of the white tempranillo grape in the making of Rioja.

“As experts in tempranillo, we are forever exploring its nature,” said Colkin. “We see ourselves as experts in red wine, so why wouldn’t we bring what we know to white?”

Promising floral and citrus characteristics, the newcomer - not aged in oak barrels, unlike many of its red counterparts - was created to satisfy consumers’ thirst for “light, easy drinking” she added. “We’re always trying something new, and we’ve achieved that with our Viura-Tempranillo Blanco.”

To support the launch of the new blend, Campo Viejo - the UK’s bestselling Spanish wine brand [Nielsen 52 w/e 2 January 2016] - will drive consumer awareness through digital and in-store PoS activity.