Pernod Ricard has lined up a UK consumer advertising campaign for its Spanish wine brand Campo Viejo.

The press push marks the first ad campaign for the brand since 2001.

The campaign will comprise three executions, which Pernod said has been designed to challenge popular perceptions of Rioja. The straplines include: 'Tapas not required'; 'Rioja with a hint of oak not a sideboard full' and 'Who says you can't make Rioja from velvet?'

"The advertising campaign aims to break the perceptions that consumers currently have of Rioja - such as heavy, oaky, only for special occasions - and demonstrate to them that Campo Viejo is a Rioja like no other; it is more approachable and has a bit of an edge," said Adrian Atkinson, Pernod UK's wine development director.

"We have embraced new techniques to create brighter, fruitier styles for the modern palate to ensure that consumers can enjoy our Campo Viejo wines."

The executions will run in two bursts from mid-October to the beginning of December, and then with a second burst next year.

The Campo Viejo range is available nationwide at between GBP4.99 (US$9.37) and GBP11.99.