The number one Rioja wine brand in the UK[1], Campo Viejo, has brought together innovative street artists and the general public to co-create a label for the brand’s latest Reserva Art Series wine.
Now in its sixth year, the Campo Viejo Reserva Art Series celebrates the craftsmanship of the Campo Viejo winemakers with an annual limited-edition bottle, designed and produced each year by a host of globally recognised contemporary artists. This year’s original design was produced at the 2017 Campo Viejo Streets of Colour event– the perfect location to inspire the new Reserva Art Series label for the 2014 vintage and Campo Viejo Cava.
The urban contemporary artists Remed and 3TTMan guided event attendees to create the one-off design. Remed and 3TTMan drew a design outline on a canvas at the event, and the public were encouraged to build on this by expressing through colour their own interpretation.
Toni Ingram, Head of Marketing for Pernod Ricard UK, comments “We are thrilled to launch another outstanding design for the sixth year of the annual Reserva Art Series. Campo Viejo currently holds the number one red wine SKU in the UK, and is the biggest Spanish brand on the market accounting for 15.8% of Spanish Wine sales and contributing £99m to the UK wine category¹ . Previous Reserva Art Series have seen a 30% uplift in sales, so we have high hopes for this year. The vibrant and colourful designs will create great standout on shelf and will increase desirability of an already hugely popular wine.”
The resulting vivid and eye-catching label reflects Campo Viejo’s passionate approach to winemaking, and the attractive palate and elegant structure of Campo Viejo Reserva, a blend of three iconic Rioja grape varieties: Tempranillo, Graciano and Mazuelo.
Speaking of the colourful work, Campo Viejo Chief Winemaker, Elena Adell, says, “The past designs for our Reserva Art Series limited-edition bottles have always been an inspiring reflection of our brand personality, interpreted by talented artists.
“This year we wanted to push the creative boundaries even further and invite the public to share their expressions. We’re thrilled with the finished design and can’t wait to share it with the world. We believe the vividness and colour of this label not only embodies the rich Spanish lifestyle of friends and family coming together to share a moment, but also encapsulates the joy that comes with opening a bottle of Campo Viejo.”
The Campo Viejo Reserva Art Series 2014 is a deep ruby-red coloured wine with aromas of cherries, plums and blackberries, perfectly balanced with cloves, pepper, vanilla and coconut. The palate has ripe fruit and spice flavours, soft tannins and a long, complex finish.
The Campo Viejo Reserva Art Series Limited Edition 2014 bottle will be available for a limited time from March 2019 at a RRP of £12.95 from all off-trade retailers, whilst the Campo Viejo Cava Limited Edition is available at Morrisons RRP £14.95
[1] Source: Nielsen MAT 05.01.19
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