The campaign is kicking off in the UK

The campaign is kicking off in the UK

Spanish wine group Freixenet has launched a global marketing campaign to encourage retailers to tap demand for sparkling wine. 

The push, which will initially roll out in the UK, includes a category-wide “blueprint” that identifies opportunities for increased sales in the convenience channel. In the UK, Freixenet claims it can find an extra GBP100m (US$160m) through the channel.

“There is a huge opportunity for growth, by encouraging existing shoppers to purchase more frequently and by attracting new shoppers too,” the company said.

The blueprint, called the Sparkling Wine Category Vision for the Future, comes after Freixenet announced a packaging overhaul for its Cordon range. The brand is also supported by a global campaign entitled, “Be Freixenet”, part of a GBP1m marketing plan in the UK.

Last year, Freixenet added two new sparkling variants in the UK, Mia Fresh & Crisp Sparkling and Fruity & Sweet Moscato.