Americans can now savor their favorite Spanish wines as Diageo Plc.’s (DEO - Free Report) subsidiary Diageo Chateau & Estate Wine (DC&E) has gained the exclusive rights to import two popular Spanish drinks – Campo Eliseo and Campo Alegre – from the Toro collections of Spain beginning Sep 1, 2013. These additions will augment Diageo’s already rich luxury import collection.
DC&E manufactures and markets premium wines from vineyards around the world, including Napa Valley, Sonoma, the California Central Coast, Argentina, France, Italy, New Zealand and Australia. It also imports Bordeaux and Burgundy estate-bottled wines.
With these two wines DC&E stepped into the booming Spanish wine sector. Campo Eliseo and Campo Alegre have been crafted by the famous winemaker Michel Rolland, his wife, Dany, and the iconic Bordeaux-based wine maker, Francois Lurton. The wines, famous for their strong taste and longevity, are made from 100% Tinta De Toro grapes, grown in Toro, central Spain.
While Campo Eliseo is brewed from grapes growing in 50 to 75 year old vines, Campo Alegre is made from younger vines. Campo Alegre has a milder taste and is priced at $40 per bottle. Campo Eliseo, on the other hand, is priced at about $80 per bottle. Diageo will offer the new varieties in the markets of New York, Florida, Washington, DC, Texas and California.
Management feels that the global luxury market, especially the luxury alcohol category, is expected to reach approximately $400 billion within the next few years. Moreover, the growing affluence of the emerging middle-class consumers has prompted Diageo to ensure easy availability of spirits through flavor extensions, new packaging and drink formats.
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