View all newsletters
Receive our newsletter - data, insights and analysis delivered to you
  1. News
December 4, 2020

Pernod Ricard’s Campo Viejo offers cut-out friends to UK consumers

Pernod Ricard has launched a UK marketing campaign for its Campo Viejo wine brand that focuses on socialising with friends at a time of lockdown.

By Patrick Scott

Pernod Ricard has launched a UK marketing campaign for its Campo Viejo wine brand that focuses on socialising with friends at a time of lockdown.

After the UK re-entered a tiered system to combat the spread of COVID-19 last week, the group’s UK division has started offering online purchasers of the Spanish wine’s Rioja Tempranillo and Viura-Tempranillo Blanco iterations complimentary life-size pop-ups of friends or family for a limited time. The activation, entitled ‘Buy One, Get Juan Free’, kicked off this week and is housed on shareawine.com, a URL set up specifically for the activation, where consumers can upload pictures of their chosen friend or family member.

According to a survey conducted for Pernod Ricard UK, around a quarter of UK citizens have spent more time with friends this year than in 2019 thanks to virtual parties, while 67% have reconnected with old friends or made new ones during the pandemic.

Early last year, speculation mounted that Pernod was lining up its exit from wine, with Bloomberg claiming the group had conducted negotiations about selling Campo Viejo, along with the Brancott Estate and Jacob’s Creek brands, among others. Speaking exclusively to just-drinks later in the year, however, group CFO Hélène de Tissot reiterated Pernod’s intention to remain in wine.

“We’re looking for brands that can bring new growth opportunities to the group” – just-drinks speaks to Pernod Ricard CFO Helene de Tissot

Related Companies

NEWSLETTER Sign up Tick the boxes of the newsletters you would like to receive. The top stories of the day delivered to you every weekday. A weekly roundup of the latest news and analysis, sent every Monday. The industry's most comprehensive news and information delivered every quarter.
I consent to GlobalData UK Limited collecting my details provided via this form in accordance with the Privacy Policy
SUBSCRIBED

THANK YOU

Thank you for subscribing to Just Drinks