Freixenet (DWS) Ltd Freixenet House Wellington Business Park Dukes Ride Crowthorne Berkshire RG45 6LS Tel: 01344 758500 Fax: 01344 758509 E-mail: Website: KEY CONTACTS Managing director Graham Fortune Marketing & sales director Robin Campbell Trade sector controller ­ off trade Andy Balic Trade sector controller ­ on trade Guy Smith National accounts Greg Blesson Peter Thomas Stuart Bowman-Hood key brands · Freixenet Cordon Negro Brut · Freixenet Cordon Negro Medium Dry · Freixenet Rosado Brut · Freixenet Monastrell Xarel.lo · Freixenet Brut Nature · Freixenet Cuvée DS Spanish sparkling wine, or cava, is no longer a seasonal drink saved for special occasions, according to brand leader Freixenet. Almost one out of every two bottles of bubbly sold in the UK is a cava, giving the Spanish a 46% share of the UK's sparkling wine market, and demand continues to grow at 19.3% year on year ­ proof that consumers have started to consider cava as a standard wine for everyday drinking, says Freixenet, which introduced a baby bottle of Cordon Negro to the range earlier this year. The brand, in distinctive black packaging, leads the cava sector, and alone accounts for 5.6% of the total sparkling wine market. Sales to April increased by 16% against the same period last year (ACNielsen). Doing it their way Sold in more than 130 countries and with offices throughout the world, Freixenet is the largest producer of cava, using traditional methods. Only three indigenous cava grapes are used in the production of Freixenet Cavas, and the distinctive packaging for Freixenet Cordon Negro makes it the most recognised brand in the world. Key to its growth last year was a £1m Too much fun to be taken seriously' TV campaign. Following its success, the campaign will continue this summer, heavily supported with insertions in national magazines and newspapers, together with promotions in major grocery and specialist outlets. For Christmas 2000, an all new TV and press campaign, together with instore promotions, will be the main focus for the brand. Hidden secrets Promotional activity aside, the key to Cordon Negro's success, according to Freixenet, is its consistent drinking quality, elegant and exclusive styling, and strong distribution, all of which give the Spanish bubbles a notable edge, and create and maintain consumer brand loyalty in the off trade. Two new Freixenet Cavas, however, mainly aimed at the on-trade joined the Negro in 1999. Freixenet Reserva Real and Freixenet Brut Barroco are two exclusive sparkling wines with long bottle maturation, produced solely from the cava grape varieties. Little black number This year, Freixenet also launched the Cordon Negro 20cl bottle, supported by a powerful promotion in one of the major grocers. Produced under the same rigorous production controls as its brand leading 75cl big brother, the 20cl bottle offers a single glass of Freixenet Cava. A dispenser which holds 12 mini bottles is also being introduced for the on-trade. {{Z SUPPLEMENTS }}