Campo Viejo developed an ambitious international promotion and communication strategy throughout 2024 within the framework of the Wine Sectorial Intervention Program (ISV), aimed at promotion and communication in third countries.
The project focused primarily on the United Kingdom, one of its key markets, where the “Campo Viejo Casa Pasión” event was held. This event became a true embassy of Spanish culture and achieved an excellent reception among consumers and opinion leaders, notably strengthening the brand's positioning.
This action was reinforced with L3F activations of the “Add Some Pasión” campaign in strategic supermarkets such as Sainsbury’s and Tesco, a media campaign to increase Campo Viejo's awareness, as well as the celebration of “Casa Pasión” in Kazakhstan, expanding the brand's impact in other international markets. Thanks to this set of initiatives, Campo Viejo consolidates its global presence and strengthens its reputation in key markets, projecting the essence and passion of Rioja internationally.
These actions have been supported by the Basque Government, through an approved aid of 223,854.16 euros within the framework of the European Agricultural Fund for Rural Development (EAFRD), which has contributed to making the development of the entire project possible.
