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Campo Viejo launches its first bag-in-box
As the popularity of bag-in-box continues to climb, Campo Viejo has released its Winemakers’ Blend in the “shareable” format.
The 1.5L bag-in-box format holds the equivalent of two bottles worth of Campo Viejo wine, with consumers not having to worry about their wine spoiling as the brand says the bag guarantees “30 days of freshness”.
According to Lucy Bearman, Wine and Champagne Portfolio director for Pernod Ricard UK, the decision was a no-brainer, with sales of bag-in-box having grown by 240% in the last two years.
“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,” she said. “It’s the same quality wine that lasts longer than in the bottle, and it’s better for the environment.”
Bearman revealed that the bag-in-box format has another hidden advantage.
“The inner bag can be recycled as a camping or festival pillow by blowing it up once empty,” she said.
Furthermore, the new format will help to reduce carbon footprint during transportation due to its lighter weight compared with glass.
“Our role as a leading wine brand in the UK market is to drive awareness of how this format ticks all the right boxes,” Bearman said. “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.”
Campo Viejo Winemakers’ Blend Bag-in-Box is available now at Sainsbury’s and Amazon with an RRP of £15.
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