Pernod Ricard’s Campo Viejo Making Rapid Gains In Rioja And Cava SegmentsSeptember 4, 2018
Pernod Ricard’s Spanish wine brand Campo Viejo has seen consistent double-digit U.S. gains in recent years, helping to drive growth for the Rioja segment in the market while also branching into Cava. The label’s still wines stood at just 105,000 cases in 2014, but last year depletions soared to 173,000 cases on growth of 19.4%. Meanwhile, its Cavas surged 76% to 30,000 cases.
Campo Viejo has largely been propelled by its Tempranillo label ($13 a 750-ml.), which comprises over 40% of the brand’s volume. “Tempranillo is our largest varietal, and in the last 52 weeks it’s grown 24% by value in Nielsen channels,” says Pernod Ricard USA director of still wines Wesley Boas. The Rioja label is aged four months in American oak casks prior to being bottled, and is predominantly aimed at the off-premise.
At the super-premium end, Campo Viejo’s Gran Reserva has also contributed to growth, particularly in the on-premise. “We’ve seen some nice traction on-premise for Gran Reserva, as it’s a quality wine that retails for only $20,” says Boas. “On a wine list, it’s an attractive offer for consumers.” Around 6,000 cases of the Gran Reserva were imported to the U.S. last year. Other more premium-priced offerings within the Campo Viejo portfolio include Reserva ($16) and Dominio, a blend of 90% Tempranillo, 5% Graciano, and 5% Mazuelo that’s aged for 11 months in French oak casks and is currently limited to European markets.
Newer to the Campo Viejo lineup are two sparkling wines—Cava Brut Reserva ($13 a 750-ml.) and Cava Brut Rosé ($20). “We’re seeing strong growth in our Cava range,” Boas says. “It’s up by 140% in the latest 52 weeks, according to Nielsen. Our Cava Rosé, in particular, is doing very well in the U.S. market right now, as it’s on trend with both the popularity of rosé and sparkling wine.” The Campo Viejo Cava Brut Rosé is made with 100% Trepat, a grape variety grown primarily in two sub-regions of Catalonia. Pernod Ricard plans to further develop Campo Viejo’s Cava segment, though no new bubbly releases are planned at present.—Julia HigginsSubscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.