Campo Viejo, the Spanish wine brand owned by Pernod Ricard, has released its Winemakers’ Blend in a new bag-in-box (BIB) format in the UK.
The move supports the brand’s sustainability ambitions with the new format proven to have reduced carbon footprint during transportation due to its lightweight format when compared to glass bottles.
Campo Viejo noted that the BIB market has grown 240% in the last two years, with its 1.5L format holding two bottles worth of wine that stays fresh for up to 30 days once opened.
Lucy Bearman, Wine and Champagne Portfolio Director Pernod Ricard UK, commented: “As the first bag-in-box in our wine portfolio, it felt right to launch with our lead brand and the UK’s favourite Spanish wine. What’s not to like, same quality wine that lasts longer than in the bottle, better for the environment, and the inner bag can be recycled as a camping or festival pillow by blowing it up once empty!
“As the favourite format in the Nordic market, with over 50% of the wine category sold as BIB, we have some convincing to do on our home turf, and our role as a leading wine brand in the market is to drive awareness of how this format ticks all the right boxes. Working collaboratively with retailers, we need to ensure the category is given more focus in store and that we are producing marketing collateral to land the message clearly and encourage shoppers to do things the scandi-way!”.
Campo Viejo Winemakers’ Blend Bag-in-Box is rolling out in Sainsbury’s and online via Amazon with an RRP of £15.
