UK: Pernod Ricard launches Campo Viejo wine campaign
Pernod will launch its 'Viva el Vino' campaign at the new Pinchito tapas restaurant in central London on 14 October, before moving on to Spanish restaurants in other major cities across the UK.
Devised to emphasise Campo Viejo's 'foodie' credentials, diners will be encouraged to pick a special menu that will enable them to sample either four or eight wines from the Campo Viejo range. At Pinchito the menus are priced at GBP20 (US$32) and GBP30.
Chefs will match food to the wines, meaning that diners will be unaware of the food they are about to eat until it arrives in front of them. Total wine samples poured out under any one menu will not exceed the UK Government's daily guideline intake of three units of alcohol.
"Viva el Vino is all about providing adventurous diners with the opportunity to enjoy the perfect combination of wine and food," said Mathew Bird, UK marketing controller for Campo Viejo.
Financial details behind the campaign have not been disclosed, but its launch is another indication that Pernod Ricard does not intend to sell off Campo Viejo, at least in the near-term.
As part of Pernod's efforts to cut debt, the French drinks giant is looking to raise EUR1bn by disposing of peripheral assets. It has already raised around EUR700m, via the sale of Wild Turkey Bourbon and Tia Maria, and speculation has swirled that the firm intends to sell off Spanish wine assets.
However, Pernod CEO Pierre Pringuet told just-drinks at the company's recent full-year results conference that the Campo Viejo brand is not for sale.
Pernod acquired Campo Viejo as part of its acquisition of UK drinks group Allied Domecq in 2005.
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