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Pernod Ricard takes Campo Viejo into rosé category

Published:  26 April, 2019

Pernod Ricard has launched the first rosé under its Campo Viejo brand in a bid to expands its appeal.

Available exclusively from Morrisons from 1 July, Campo Viejo Rosé is a pale-dry 13.5% abv rosé described as “vibrant in taste" (rrp: £8).

Campo Viejo’s first foray into the burgeoning rosé category would attract new customers to the brand, said brand owner Pernod Ricard.

“Campo Viejo it is currently the UK’s favourite red wine, and so this incremental launch to the category provides consumers with something new from a much-loved household name. Its elegant packaging will create strong standout on shelf, much like the rest of the brand’s best-selling range,” said off-trade channel director Chris Shead.

Campo Viejo is the biggest Spanish brand in the off-trade, accounting for 15.8% of Spanish wine sales and contributing £99 million to the UK wine category, according to Nielsen (MAT 5 May 2019).

Chief winemaker Elena Adell said: “The colour of our new Campo Viejo Rosé is a beautiful pale coral-pink, with a vibrant tone that reflects its finesse but also its vitality. It is this vitality that makes Campo Viejo Rosé unique. It has perfumed aromas, intense flavours, a magnificent mouth feel and a long finish.”