Pernod Ricard UK gives Campo Viejo Rosé a modern makeover

Pernod Ricard UK has redesigned Campo Viejo Rosé with a modern new look that features a turquoise and silver design.

The packaging also features a new screwcap for easier opening, while the bottle will highlight the brand’s premium positioning, with descriptors in English and Spanish to showcase the wine’s Spanish origin.

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Rosé is the fastest growing sector within the light wine category, with value sales having grown by 11.3% in the year to June 2020.

Campo Viejo has maintained its position as the UK’s leading Spanish wine brand, with a value share of 22.8%, growing at 14.5%.

Its Tempranillo variety is the number one red wine in the market, in volume and value, and number two across all wine.

Lucy Bearman, wine portfolio director at Pernod Ricard UK, said: “Campo Viejo Rosé is crisp and refreshing, and this new packaging embodies these flavours. We want to help consumers searching for rosé better navigate the category, and find a brand they know quicker.”

Pernod Ricard UK currently commands a 3.7% value share in the wine category in the UK, fuelled by the growth in more consumers drinking at home during lockdown, with its average bottle price being over £1 higher than the rest of the market (£7.23 vs £6.07).

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