Leading Rioja brand launches price marked packs

23 April, 2013

Pernod Ricard UK is launching a £6.99 price marked pack for its Campo Viejo Rioja brand.

Nielsen figures show wines from Rioja are up 3.7% in volume and 7.2% in value in the UK off-trade (MAT to February 2, 2013).

Leading brand Campo Viejo is driving the category – up 28.5% in volume and 23.9% in value – and Pernod Ricard UK believes the price-marked packs will offer independents “a trusted mechanic to offer value to consumers, whilst driving profit for the channel through increased rates of sale”.

The brand’s Tempranillo varietal will carry the price marking and will be available across all cash and carry depots this month.

Chris Ellis, commercial director for wines, said: “Campo Viejo is performing incredibly well in the off-trade, showing a clear consumer demand for the brand.

“This price marked pack will enable independent retailers to capitalise on this popularity, offer their customers something unique and increase their profit margins.”




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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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