Freixenet launches ‘Own the Diamond’ luxury campaign
The promotion offers shoppers the chance to win £5,000 of diamond jewellery as the brand pushes premium positioning.
Freixenet, the UK’s leading sparkling wine brand by volume and value, has launched a new consumer-facing campaign titled ‘Own the Diamond’. The activation centres around a major on-pack promotion giving consumers the chance to win diamond jewellery worth up to £5,000.
The campaign highlights the brand’s signature diamond-cut bottle design and aims to bolster engagement both in-store and online. A suite of luxury runner-up prizes includes vouchers for Tiffany & Co. and Monica Vinader, as well as spa experiences for two.
The promotion is open to UK shoppers who purchase a participating Freixenet product and enter via QR code or directly through their website. Multiple entries are permitted, with the promotion running from 2 June until 1 December 2025.
Multi-channel marketing support
Freixenet is backing the campaign with a wide-reaching marketing plan across digital, on-trade and influencer channels. Bottle neck tags and secondary space displays will feature across major UK retailers.
“We’re delighted to launch such an iconic on-pack and digital promotion in which we have put our consumers and brand at the forefront of,” said Dani Buckley, Marketing Controller at Freixenet Copestick. “It offers consumers a compelling reason to engage with the brand, as well as reinforcing our premium credentials.”
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Boosting category visibility
The activity is designed to maintain momentum in Freixenet’s strong UK performance. According to Circana data (52 weeks to 13 April 2025), the brand is up 4% year-on-year, outpacing a 2.6% decline in the total wine category. Its Prosecco SKU, in particular, is growing at 4.5%, ahead of the wider Prosecco category which is down 5%.
Freixenet holds the top spot across multiple sparkling wine sub-categories, including Cava and sparkling rosé.
Retailers are expected to benefit from increased visibility and what the company describes as a “halo effect” across its core portfolio.
The campaign is intended to align with seasonal peaks and drive year-round premium positioning.
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