Spain’s number one selling wine brand Berberana has added to its award-winning portfolio with a new mid-priced ‘popular premium’ range called Carta de Plata.
Two of the new wines are due on shelf in Tesco from mid-August – a red and a white from two classic Spanish varietals, Airen and Tempranillo. Carta de Plata strengthens the Berberana proposition beyond Rioja, with the wines classified as Vino de la Tierra de Castilla. The range has been developed to suit the wine needs of today’s consumer by offering approachable fruit-driven wines that, as with each tier within the portfolio, deliver great quality at an affordable price. In an innovative move for the industry, the new range will have clear food matching recommendations on the front label to help consumers in their buying decisions. Both wines will retail at £5.99.
With a year on year sales increase of 29 per cent (Nielsen MAT 18/04/09), Berberana is one of the fastest growing brands in the UK, and is quick to respond to consumer demands. The Carta de Plata range offers a clear and direct proposition to the consumer. With a bespoke bottle design and embossed ‘B’ on the logo, the packaging enhances the quality and heritage cues associated with the Berberana brand.
In addition, an on-pack collar promotion will support the launch, giving consumers the opportunity to win a luxury week in Spain.
The Carta de Plata range is included in the first ever consumer loyalty scheme involving wine – One Cork One Point. Every bottle within the award-winning Berberana range will come with a specially adapted foil containing a unique code that consumers can then use to convert into points that can be redeemed against some unique prizes. The One Cork One Point scheme is featured on the back label of the range, with further information found at www.berberana.com.
In further news...
In further news, Berberana has recently unveiled Sergi Arola, Spanish two-Michelin starred chef, as its new brand ambassador. The partnership will see the renowned chef match the Berberana range with his modern and innovative Spanish recipes. The food and wine-matching concept has been carried through on to the new Carta de Plata range with straightforward recommendations clearly displayed on the front labels.
Commenting on the new launch, James Craig-Wood, communications manager for United Wineries said, “We pride ourselves in reacting quickly to the market and the Berberana Carta de Plata wines have been developed to offer consumers easy drinking, affordable wines that match well to food. The branding ensures that it is easily recognisable as part of the Berberana range, and with that comes the quality and heritage associated with a brand that has been producing wines in Rioja and beyond since 1877. In addition we are able to offer added value through the One Cork One Point loyalty scheme at a time when consumers need it most.”
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