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Exclusive: DC&E Enters Spain Category With Campo Eliseo, Campo Alegre

September 12, 2013

Diageo Chateau & Estate (DC&E) has entered the rising Spanish wine segment with the addition of two Toro-sourced offerings, Campo Eliseo and Campo Alegre, Shanken News Daily has learned.

A partnership among famed winemaker Michel Rolland, his wife Dany, and Bordeaux-based wine innovator François Lurton, the Campo Eliseo and Campo Alegre wines are both 100% Tinta de Toro (Tempranillo) and belong to Spain’s luxury tier. Campo Eliseo ($80 a bottle) is Rolland and Lurton’s signature wine, sourced from 50- to 75-year-old vines. Campo Alegre ($40) is the venture’s second wine, made in a lighter style from younger vines. The current vintages of Campo Eliseo (2008) and Campo Alegre (2010) received scores of 94 points and 90 points from Wine Spectator, respectively.

DC&E began shipping both labels this month to 20 top U.S. wine markets including New York, Florida, Washington, D.C., Texas and California. Distribution in other markets will follow as demand dictates, the company says. Diageo sees Campo Eliseo and Campo Alegre appealing both to Spanish wine enthusiasts and wine lovers familiar with Rolland and Lurton wines from California and Bordeaux.

The move marks DC&E’s first foray into a Spanish wine category that has made significant strides in the U.S. market in recent years. Last year, bottled table wine imports from Spain were up 8.2% to 4.3 million cases, according to Impact Databank. That performance capped a run that’s seen the segment expand by nearly 50% since 2005.

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