Kingsland Drinks has given a brand refresh for its popular Campaneo Spanish wine range in preparation for a bumper summer 2022.
The striking new label design illustrates the strong Spanish positioning with a bull design, clearly communicating the quality and brand heartland of the wines to the consumer.
Hailing from Campo de Borja, the two wines in the range - Garnacha and Tempranillo - are widely considered to be some of the best value Spanish reds on the market, priced at £5.00 per 75cl bottle.
Kingsland said it has plans to expand the range, currently available in Tesco stores, to wider multiple retailers and convenience stores.
“The £5 price point makes them exceptional value for money and a great choice for those looking for accessible, tasty wines,” Charles Overin, head of marketing, brand and insights at Kingsland Drinks, said.
“We’re keen to expand our Campaneo footprint within retail to give the range a broader reach and we’re confident the new branding will stand out on shelf and communicate the premium quality and old vines messaging clearly to appeal to today’s diverse and discerning shoppers.”
The new branding was to refresh the positioning of Campaneo and to give the range shelf appeal and clear, contemporary branding alongside some of the major brands in this category.
Campaneo is aimed confidently at the everyday, accessible wine purchase occasion, for mid-week or weekend consumption, or for pairing with Spanish foods or light summer meals. The wines are also ideal for BBQs and picnics and offer a selection of no fuss, enjoyable, uncomplicated red wines.
“Campaneo has a loyal base of fans already but from our insights, we know shoppers are looking for easy drinking, good value for money wines that can be added to a planned shop, or purchased as an impulse buy for immediate consumption at a gathering or evening in the home,” Overin said.
“The wines are perfect for pairing with weekday evening meals and for matching with shareable Mediterranean foods such as tapas. Plus, there’s a real appetite for trying more unusual varietals from Spain so Garnacha is certainly one to watch.”
Overin added that they plan to expand the range to include white and rosé wines as well as alternative formats.
The new branding is supported by a nationwide PR, digital and social media campaign, as well as retailer activations during 2022.
