The brand is already the UK’s number one red wine in grocery, according to recent statistics, and the best-selling Spanish wine brand overall. The overall brand has grown by 13.6% in value and 9.9% in volume sales over the past year (Nielsen, total off-trade, year to 02 Jan 2016).
With this launch brand owner Pernod is looking to tap into the growing interest in white wine from the Rioja region. In the UK white Rioja has experienced volume growth of 17%, as OLN reported here in its recent Rioja report.
Pernod’s newcomer features a combination of wines made from the Tempranillo Blanco and Viura grapes, both of which are indigenous to the Rioja region. The result is a wine “full of character”, according to the company, because the wine combines the floral aroma for the Viura grape with fruit and citrus characteristics from Tempranillo Blanco.
The wine is going into multiple grocers this month and will be ready for impulse and convenience in May, with an rrp of £9.35, to align it with the other two yellow labels from Campo Viejo.
Carlotta Colkin, Campo Viejo senior brand manager at Pernod Ricard UK, commented: “We are delighted to announce the exclusive launch in the UK of Campo Viejo Tempranillo Viura Blanco, following years of experimentation. This is a huge step forward for the brand and we know that consumers trust Campo Viejo as we already have the number one Spanish red wine brand in the UK, and will be aiming to replicate that success on the white wine fixture, too.”
Winemaker Clara told OLN: “It is not oaky and it has a very fresh taste, with citrus and tropical aromas. We have a nano-winery within the main winery and this enables us to produce small batches, so that we could experiment with this until we got it right. Very few people know about this grape variety so it is something very unique from Rioja.”
“We are going to be the first brand to bring this grape varietal on scale to the UK,” confirmed Colkin. She noted also that consumers are more willing to experiment with Rioja at the moment and that matching wine with food is growing in popularity. “This wine goes well with a range of summer dishes,” she said.
The launch will be supported by digital marketing activity over the summer and tailored POS material. In bigger format stores there will be POS to help retailers place red and white Campo Viejo varietals alongside each other in a separate display area.
Pernod is also planning to launch a “different interpretation” of its red Reserva, which is a barrel select 100% tempranillo wine.