Campo Viejo taps moderation trend with ‘lighter-style’ Rioja duo

Campo Viejo is to stretch beyond its red wine heartland with the launch of a new ‘Contemporary’ range of “lighter-style” rioja wines.

Blanco and Rosé had been created to give shoppers “a more modern expression of Spanish wine”, according to the Vinarchy-owned label.

Coming in at 10.5% abv, they had “been crafted to achieve a naturally lighter profile”, through the selection of grapes grown at higher altitudes, it added.

Blanco is made from viura and white tempranillo grapes, and offers “lifted aromas of white flowers, citrus and white fruit”.

Rosé, meanwhile, is described as “pale and bright in colour, with perfumed red fruit and strawberry aromas, citrus notes and delicate floral cues”.

The pair, which have landed in Sainsbury’s stores (rsp: £9.50/75cl) would tap into the year-round moderation trend and “recruit new occasions into the category,” predicted Lucy Bearman, global brand director at Vinarchy.

“As consumers seek more balance and flexibility in their drinking habits, we see a growing opportunity for lighter-style wines to complement the no & low alcohol segment,” she said. “Campo Viejo Contemporary has been developed with this insight in mind, offering a lighter-style rioja at 10.5% abv, while still delivering the quality, character and enjoyment consumers expect from both Campo Viejo and the region.”

The Contemporary range also carries a new “fresh contemporary look” for Campo Viejo. Labels were designed to be “bright and summery”, while a bespoke bottle shape was designed to create “a clear distinction” from the brand’s core offer.

The NPD comes with the wine category struggling to protect value and retain relevance in a declining market.

Still wine value fell by 0.8% last year, on volumes down 3%, with branded wines particularly badly hit. Campo Viejo bucked this trend, however, growing value 1.6% on volumes up 4.2% [NIQ 52 w/e 6 September 2025].

Campo Viejo Contemporary would look to “build on that momentum”, Vinarchy said. A dedicated launch campaign spanning social, influencer marketing and in-store activation, would help “drive visibility, trial and conversion at shelf”, it added.