Ad campaign for Campo Viejo

21 September, 2011

Pernod Ricard UK is to advertise its Campo Viejo Rioja brand in print media for the first time in three years.

The Live Uncorked campaign will run until the end of November in national press including a partnership deal of advertorials in sister publications The Guardian and The Observer.

The ad campaign is supported by in-store activity to encourage trial and recruit new wine drinkers.

Simon Thomas, deputy managing director for wine, said: “As Rioja category leader, we are investing substantially to drive significant awareness not only of the brand, but also of the wider Rioja category.

“Reflecting the Spanish outlook on life, Live Uncorked has been created to appeal to both current and new consumers who are culturally curious.”




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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