The main objective was to bring Campo Viejo consumers to a new dining experience via progressive Tapas Concept in four fronts both in ON and OFF premise.

Firstly, the concept was launched in On- Trade in Pinchitos (Central London) on October 11th: Dinners choose their Campo Viejo wine from a menu without selecting their food.

During Christmas period, it was extended to the Off-Trade via Neck-collar promotion across our main customers (Tesco, Sainsbury, Asda, Morrisons, Waitrose) with a 4 day tour to Spain to win. More than 10.000 people competed and sales increased by 30% during the period.

In January, some key gatekeepers were invited in Bodegas Campo Viejo to visit us and shared with them some "Viva el Vino" moments like Tapas activity, a 2009 Rioja wines blending session, a Harmony Dinner.

Now it is posible to recreate "Viva El Vino" experience at home via 4 "VEV" cookery course at Food @52 in London: During half a day, they'll learn how to create 8 simple and authentic Tapas dishes to match Campo Viejo.

This overall activity is being a complete success as figures show: Campo Viejo reached its historical market share rate of 22% (coming from an already challenging 18% previous year¡) based primarily on a 49% MS in Crianza but also a 16% in Reserva category.