• Most significant packaging update in the last eight years to reflect the brand’s sustainability ambitions
  • Bottles use 68% recycled glass and removal of bottle netting to save 6,330 CO2eq/kg in CO2 emissions
  • ‘Decanta La Vida’ campaign returns for six-week digital media run

Campo Viejo, the UK’s No.1 Spanish wine brand[1], has refreshed its visual design, opting for a more modern and contemporary approach while preserving its elegant and timeless image. The brand has updated elements of its bottle design and packaging in order to reflect the more expressive and colourful nature of the Spanish way of life, and the most notable changes in bottle labelling will be visible across the entire range of red, white, rosé and cava varieties.

The subtle design evolution incorporates a visual redesign of the logo and crest of the Rioja winery, maintaining all the traditional elements, yet giving them a new, more balanced composition. This simplification is also evident in the ribbed detailing around the labels, which have been changed to a fine continuous golden line to replace the dotted design and double borders used up until now.

The changes will generate a positive impact on the environment by eliminating elements such as the netting around the Campo Viejo Gran Reserva bottles, which will save 6,330 CO2eq/kg in CO2 emissions. Across the range, bottle labels will change from adhesive labels to recyclable FSC-certified PET paper, and a reduction in the label size and redesign of the graphic elements will use less inks and paper. All Campo Viejo bottles are also made using 68% recycled glass.

Lucy Bearman, Wine Portfolio Director for Pernod Ricard UK, comments: “Campo Viejo is one of the world’s most admired brands[2] and is experiencing growth of +5.6%[3]. The new visual identity maintains Campo Viejo’s bold colour pallet and modern classic appearance, whilst reflecting the premium quality of the wine as substantiated at the recent Mundus Vini awards[4]. These are subtle, evolutionary enhancements but importantly an opportunity to make more sustainable, packaging choices. We are set to continue to drive value into the Spanish category by maintaining our loyal shopper base and attracting new consumers with this enhanced design from Campo Viejo.”

The packaging refresh coincides with a six week digital media campaign for the brand, running until mid-December to drive brand awareness amongst 80% of ABC1 UK wine drinkers. Campo Viejo will be back on VOD, YouTube and social media with its ‘Decanta La Vida’ campaign, through which the brand wants to inspire consumers to live life intensely, passionately, more expressively: learning to enjoy the small things in life, the simpler, more intimate moments.

[1] AC Nielsen | Total Off Trade Value Share | MAT data to 11.09.2021

[2] Campo Viejo is #32 in Drinks International’s The World’s Most Admired Wine Brands 2021

[3] AC Nielsen | Total Off Trade Value | MAT data to 11.09.2021

[4] Mundus Vini Summer Tasting 2021: Winemakers’ Blend 2019 (Gold), Rosé 2020 (Gold, and Best of Show Spain Rosé), Gran Reserva 2014 (Gold), Garnacha 2020 (Gold), Blanco 2020 (Silver), Gran Campo Viejo Cava Brut Reserva (Silver)

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