Pernod Ricard UK (PRUK) has refreshed the design of its leading Spanish wine brand Campo Viejo, which it says modernises its appearance as well as being more sustainable to produce.
The brand has updated elements of its bottle design and packaging across the entire range of red, white rosé and cava varieties.
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This update incorporates a redesign of the logo and crest of the Rioja winery. Additionally, PRUK has eliminated the netting around the Campo Viejo Gran Reserva bottles, which the supplier says will save 6,330 CO2eq/kg in CO2 emissions.
Additionally, bottle labels across the range will change from adhesive labels to recyclable FSC-certified PET paper. Their size will also be reduced, seeing a reduction in the use of ink and paper in production.
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Lucy Bearman, wine portfolio director for PRUK, said: “Campo Viejo is one of the world’s most admired brands and is experiencing growth of 5.6%. The new visual identity maintains Campo Viejo’s bold colour pallet and modern classic appearance, while reflecting the premium quality of the wine as substantiated at the recent Mundus Vini awards. These are subtle, evolutionary enhancements but importantly an opportunity to make more sustainable, packaging choices. We are set to continue to drive value into the Spanish category by maintaining our loyal shopper base and attracting new consumers with this enhanced design from Campo Viejo.”
Pernod Ricard is supporting the packaging refresh with a six-week digital media campaign which runs until mid-December. The ‘Decanta La Vida’ campaign will run across video on demand, YouTube and social media.
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