Vinarchy has launched two “lighter-style” wines under its Campo Viejo Rioja brand in a bid to meet growing demand in this part of the category.
The 10.5% abv Contemporary Blanco and Contemporary Rosé wines will be stocked in Sainsbury’s from tomorrow (10 June), priced at £9.50 ($12.72) for a 750ml bottle.
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In a statement, Vinarchy said “the launch marks the first of its kind in Rioja to reflect demand for lighter-style drinks”.
The wines are the latest extension of the Campo Viejo range, although the majority of the line-up still comprises red wines at 12-14%.
The range already includes a white wine and a rosé at 12.5% and 13.5% abv respectively.
In its statement, Vinarchy said the move was happening “at a pivotal time for the wine category as retailers look to protect value and relevance in a challenging market”.
Lucy Bearman, global brand director at Vinarchy, added: “With Campo Viejo Contemporary, we’re delighted to bring something new to Campo Viejo wine lovers old and new, while tapping into the growing appetite for lighter wine styles and rosé. This range shows a lighter side of Spanish Rioja, while still carrying the quality and character people expect from Campo Viejo and the region.”
Vinarchy’s two new wines are made in Rioja, the group told Just Drinks.
The brand’s winemaking team chose vineyards at higher altitudes to produce the wines and the drinks are “an early harvest style”, the group said.
When asked whether Vinarchy had other listings secured for the wines and if it planned to sell the brands outside of the UK, the company said it was in the early stages of the launch and was “exploring all opportunities across channel and regions”.
Last year, Vinarchy launched a ready-to-drink wine product in the UK under its Echo Falls brand aimed at Gen Z consumers.
The 9% abv Summer Berries Fruit Fusion Spritz drink was rolled out into national retailers Tesco and Asda.
When asked if Vinarchy was looking to target a particular demographic with these wines, the group did not directly answer the question but said: “As consumers seek more balance and flexibility in their drinking habits, we see a growing opportunity for lighter-style wines to complement the no and low alcohol segment and help recruit new occasions into the category.
“Innovation has an important role to play in broadening wine’s appeal and giving consumers more choice across different drinking occasions. Campo Viejo Contemporary has been developed with this insight in mind, offering a lighter-style Rioja at 10.5% abv, while still delivering the quality, character and enjoyment consumers expect from both Campo Viejo and the region.”
Vinarchy was created last year after Accolade Wines’ owner, Australian Wine Holdco, completed the purchase of a clutch of wine assets from Pernod Ricard.
The group combines the assets of Accolade Wines with the Australian, New Zealand and Spanish wine operations formerly owned by Pernod.
Those assets include the Jacob’s Creek, Orlando and St Hugo wines from Australia, Brancott Estate, Stoneleigh and Church Road from New Zealand, as well as Campo Viejo, Ysios, Tarsus and Azpilicueta from Spain.
Accolade’s portfolio of Hardys, Echo Falls and Jam Shed are also a part of Vinarchy.
