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.”