Tens of thousands of consumers were treated to “blend your own” masterclasses, a “colour lab” hosted by an Oxford University professor, and stalls selling tapas and promoting the wares of other London-based Spaniards.
Lucy Bearman, head of marketing at brand owner Pernod Ricard, said: “The aim is to continue to drive engagement of the Campo brand, which is growing 14% in volume and 21.3% in value. We are now the 15th brand in the total wine brand list, according to Nielsen. We were 22nd a couple of years ago. We are really moving up.
“We also have the highest price – £7.23 average price in the last 12 weeks against a £5.30 average – so we are bringing some amazing equity to the category.”
The Streets of Spain festival debuted last year and reached 160,000 consumers, while it hit millions more through out-of-home advertising, print advertising and a social media campaign, and Pernod Ricard aims to reach more this year.
It has also released a limited-edition bottle for the event, a Reserva 2008, which is going into retailers now.