Campo Viejo seeks growth with Garnacha

Campo Viejo is adding a Garnacha to its range as part of the Rioja brand’s plans to capitalise on the current strong growth of Spanish wine in the UK market.

Campo Viejo's new Garnacha

Campo Viejo’s new Garnacha

Due to launch in September this year, the 100% Garnacha will sit alongside Campo Viejo’s Tempranillo with an RRP of £8.69 and 14% abv. The new wine will be packaged in the Burgundy-shaped bottle that was used by Campo Viejo in the brand’s early days during the 1960s.

In contrast to the Pernod Ricard-owned brand’s Tempranillo, which uses grapes from across the three regions of Rioja, Campo Viejo’s Garnacha comes exclusively from the Alfaro and Aldaneuva areas of Rioja Baja.

Lucy Bearman, Pernod Ricard UK head of marketing for wine, described the wine as offering consumers “a fruitier and easier drinking style than the more robust Tempranillo.”

Pointing to a current 16% year-on-year growth in UK sales of Spanish Garnacha, which she cited as the country’s second most popular grape variety after Tempranillo, Bearman, noted “a willingness for consumers to explore a bit more.”

With this exploration supported by the ongoing popularity of Spanish cuisine within the UK, Bearman remarked: “We know that there is consumer demand for Garnacha and as the leading Spanish wine brand in the UK, we are perfectly positioned to bring a premium branded offering to the market.”

Although listings for the Garnacha are yet to be confirmed, Bearman indicated that it would be positioned alongside the Campo Viejo Tempranillo. Referring to the brand’s distinctive packaging, she remarked: “Having more faces of that yellow label will really help to drive more people towards these Spanish wines.”

Nielsen off-trade data to the end of 2012 showed 16% volume growth for Spanish wine, which now holds a £520 million share of the UK market. Alongside this performance, Campo Viejo reported 33% value and 44% volume growth, with an average price that sits £1.75 above the overall Spanish category.

Having posted UK sales of £40m last year, the brand now represents 8% of the total Spanish wine market, with Bearman confirming: “There is room for growth.”

In addition to this Garnacha launch, Campo Viejo is planning to build on last year’s “Live Uncorked” campaign with a new consumer event in London from 3-6 May.

“Streets of Spain” will bring stallholders from Barcelona’s Boqueria food market to the Southbank Centre, accompanied by a 70-cover pop-up restaurant by Michelin-starred chef Angel Pascual from Llucanes. The event will also feature Spanish urban street artist Okuda, winemaker seminars and a shop, La Bodega.

In addition to this, Campo Viejo is preparing to unveil an upmarket update to its packaging. The new design will include a die-cut crest, capsule logo, greater prominence for the Rioja and varietal cues and winemaker’s signature. The back label will feature a QR code taking consumers to a mobile website where they can access more information about the wine.

In order to support each phase of this year’s activity programme, Bearman explained: “We have developed a fully integrated campaign that will guarantee our consumers are able to engage with Campo Viejo through a number of different mediums whether in-store, through advertising or by visiting Streets of Spain.

“We believe it is essential to continue to offer our customers creative marketing activities that will help to drive footfall and drive value sales for our trade customers.”

2 Responses to “Campo Viejo seeks growth with Garnacha”

  1. rosemary says:

    We have just enjoyed our first bottle of Campo Viejo Garnacha purchased in Asda. It was excellent is there anywhere else stocking this wine?

  2. David.N.Powell says:

    Your new Garnacha wine is excellent, we are looking to buy more.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Customer Service Advisor

Amathus Drinks
Park Royal, London, UK

Sales Manager

James Eadie Ltd
London, UK

Wine Ambassador Role

Ramón Bilbao UK
London, UK

Fine Wine Logistics Coordinator

IG Wines
London, UK

Sales Manager

Top Selection
London, UK

Assistant Retail Manager

The Whisky Exchange
London, UK

Marketing Manager

Ellis Wines
Hanworth, Middx, GB

Commercial Analyst

ATOM Group
Tunbridge Wells, UK

Customer Service Executive

Marussia Beverages
Marylebone, London, UK

HR Administrator

Amathus Drinks PLC
London, UK

The World Bulk Wine Exhibition

Amsterdam,Netherlands
20th Nov 2017

The Global Spirits Masters Lunch

London,United Kingdom
1st Dec 2017

International Bulk Wine and Spirits Show

London,United Kingdom
26th Feb 2018
Click to view more

Champagne Masters 2017

The only Champagne blind tasting in the UK, the competition will reward the best wines in the following categories:

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

Click to view more