Kingsland Drinks Group is now selling its Spanish wine brand, Campaneo, in a new Bag-in-Box format in the hopes of improving the sustainability of its packaging, preserving freshness, and offering value for money.

Coinciding with the introduction of a new Sauvignon Blanc variety, the 2.25L Bag-in-Box formats will package Campaneo’s Sauvignon Blanc and Tempranillo varieties at Morrisons stores. The brand’s 75cl Garnacha and Tempranillo bottles are already sold by Tesco.

The development follows Campaneo’s rebranding efforts in 2021, which aimed to highlight the alcohol’s Spanish origins, adopt a contemporary aesthetic, and increase its shelf appeal. On-pack endorsements, social media promotion, an ongoing partnership with brand ambassador Miguel Barclay, and a year-round two for £10 deal at Morrisons intend to promote the new additions to the range.

“Campaneo wines have the look, feel and taste of a premium wine brand, but at an affordable price point,” said Jade Fowles, senior brand manager at Kingsland Drinks Group. “We are investing in the brand to tap into the ever-growing wave of consumers seeking quality products on a budget.

“Growing the range, with the launch of the Sauvignon Blanc and Bag in Box formats, also demonstrates increasing consumer thirst for exploring both Spanish wines and more eco-friendly, yet good value packaging options.

“With the backdrop of the cost-of-living crisis, today’s consumers are shopping more cautiously, with value wines becoming more important to the category. Campaneo’s brand proposition - centred around its outstanding reviews, affordable price points, and exceptional quality liquid – helps cement its place on wine aisles as an option savvy sippers will love and is helping recruit more shoppers into the brand.”

Pernod Ricard recently revealed its own series of sustainability-minded updates to its high-end drinks packaging. This includes the removal of unnecessary box packaging from its portfolios and the creation of lighter, recyclable bottles for its Perrier-Jouët champagne.

Waitrose aspires to reduce unnecessary packaging by removing plastic foil and sleeves from the necks of its own-brand wine bottles; and, late last year, Smurfit Kappa acquired bag-in-box packaging plant Pusa Pack to integrate it into its own bag-in-box manufacture.

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