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Campo Viejo extends its leadership of the Rioja category

Published:  18 January, 2007

Multi award-winning Campo Viejo overtakes own-label in value share.

Campo Viejo, the UK's number one Rioja[1] <#_ftn1> has for the first time overtaken own-label Rioja in terms of value share[2] <#_ftn2> . With an increase of 21.5% MAT (moving annual total) value growth and 19.7% MAT volume growth, Campo Viejo reaffirms its status as category leader and a must-stock wine, underlining its ambitions for continued growth in 2008.

In contrast, own-label Rioja has shown a decline of -18% in terms of value and -13.9% in terms of volume.

Campo Viejo, the number one selling Rioja in the UK off-trade, is the number four 5 plus wine. It is also the only Spanish wine brand, and only Old World brand, in the top 10 of the 5 plus wine category. Proving itself as a key value-adding brand, the Crianza and Reserva delivered 6.2 million incremental growth in 2007[3] <#_ftn3> .

With the support of an eye-catching consumer advertising campaign, "A Rioja like no other", Campo Viejo continues to focus on its positioning as a progressive Rioja with a difference -it offers consumers an award-winning wine that is smoother and fruitier than traditional Riojas.

Pernod Ricard UK's Head of Marketing for Wines, Annabelle Kuhn comments, "Campo Viejo continues to drive the growth of both the Rioja and Spanish wine categories. With eight wines, including our recent premium addition, Dominio de Campo Viejo, Pernod Ricard UK offers the trade a broad spectrum in terms of price and varietal within the Spanish category. This achievement of growth beyond that of own-label takes Campo Viejo to a new level of success and we look forward to continuing this success throughout 2008."

[1] AC Nielsen MAT Off-Trade by volume and value 03.11.07

[2] AC Nielsen MAT Off-Trade by volume and value 03.11.07

[3] AC Neilson MAT Off-Trade by volume and value 01.12.07

Source: Pernod Ricard