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

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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.

The Campo Viejo activation targets UK consumers who are unable to visit friends and family

The Campo Viejo activation targets UK consumers who are unable to visit friends and family

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


Expert Analysis

Spain Wine - Market Assessment and Forecasts to 2025

Spain Wine - Market Assessment and Forecasts to 2025

The Spain wine sector was led by still wine category in value and volume terms during 2019-2024. Food & drinks specialists is the leading channel for distribution of wine in the country. Glass was the...

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