Campo Viejo – the world’s number one Rioja brand – is reimagining Rioja for a new generation of wine occasions. The new Campo Viejo Contemporary duo introduces a lighter-style Blanco and Rosé, created to bring the region’s vibrancy and premium credentials into fresher drinking moments with friends. At a lower ABV of 10.5%, the launch marks the first of its kind in Rioja to reflect demand for lighter-style drinks.
Available in Sainsbury’s from 10th June, the new launch marks a significant move from Campo Viejo as it stretches beyond its red wine heartland to give shoppers a more modern expression of Spanish wine. The range comprises a Contemporary Blanco and a Contemporary Rosé; the former made from Viura and White Tempranillo, offering lifted aromas of white flowers, citrus and white fruit, while the latter is pale and bright in colour, with perfumed red fruit and strawberry aromas, citrus notes and delicate floral cues.
Developed through an extensive process of research and experimentation across recent harvests, the wines have been crafted to achieve a naturally lighter profile. Campo Viejo’s winemaking team selected vineyards at higher altitudes, where cooler night-time temperatures, later ripening and naturally elevated acidity help deliver freshness, balance and lower alcohol content. The wines can be described as an early harvest style, with grapes picked earlier in the season to help preserve natural aromas and vibrancy.
The range also brings a new visual identity to the shelf, with a fresh, contemporary look and feel without losing Campo Viejo’s premium Spanish character. The pack design is bright and summery, with a bespoke bottle shape creating a clear distinction from the brand’s core portfolio, helping retailers drive excitement and discovery in a category where navigation remains critical.
The launch comes at a pivotal time for the wine category as retailers look to protect value and relevance in a challenging market. Campo Viejo has already demonstrated the strength of brand-led activation, delivering 13 per cent growth and bolstering saliency across its latest four-week Easter campaign period, supported by the ongoing “Add Some Passion” advertising campaign, display and price activity. Campo Viejo Contemporary will build on that momentum with a dedicated launch programme spanning social, creator content and in-store activation, designed to drive visibility, trial and conversion at shelf.
Lucy Bearman, global brand director at Vinarchy, said: “With Campo Viejo Contemporary, we’re delighted to bring something new to Campo Viejo wine lovers old and new, while tapping into the growing appetite for lighter wine styles and rosé. This range shows a lighter side of Spanish Rioja, while still carrying the quality and character people expect from Campo Viejo and the region.
“For retailers, that means a familiar name doing a new job in the fixture: bringing energy to lighter wine occasions, supporting discovery at shelf and giving Campo Viejo shoppers another reason to stay within the brand and for new shoppers to try the world’s no. 1 Rioja!”
