Pernod Ricard UK Transports Food Lovers to Spain this Spring With the Launch of New Wine Brand Tapabrava

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Press Release 15/05/2024

Pernod Ricard UK is introducing a brand-new Spanish wine brand to its wine portfolio this spring with the launch of Tapabrava, a fusion of Spanish culture and modern wine making. Available in two varietals, a red blend and a white blend, Tapabrava captures the essence of a tapas evening in Madrid’s Plaza Mayor, invoking memories of lively gatherings and delicious flavours.

Blended wine is a growing category, which is being driven by new, non-traditional lifestyle brands that appeal to novelty-seeking consumers looking for an easy choice for everyday mealtimes and hosting occasions. The Red Blend (12.5% ABV) is round, pleasant, warm and alluring with an intense and fruit forward flavour packed with vibrant red berries and sweet spices. The White Blend (11.4% ABV) is a bright pale wine with green hues full of citric notes and floral nuances with hints of white peach and apricot offering a fresh and pleasant aftertaste. 

Lucy Bearman, Brand Director for Pernod Ricard UK, comments: “Tapabrava is all about bringing people together and embracing the beauty of Spain. Dinner occasions are integral to wine, there’s nothing better than quality time around the table, celebrating togetherness and raising a toast with friends. Our target audience enjoy quality over quantity and are always on the lookout for a good deal. They like entertaining at home, often cooking new meals, and choosing new wines to compliment food. Both varietals of Tapabrava have distinct characteristics, and an approachable style, from the intense and fruit-forward nature of the red blend to the bright and citric notes of the white blend.”

Blended wine is growing in popularity and 54% of red blends sold in the UK Off-Trade are Premium+, with Premium+ growing year on year[1]. Tapabrava is aimed at young adult drinkers who love food and are keen to explore and try new wine, tapping into the popularity of small plates and picky bits during the spring and summer months. 61% of consumers find choosing wine that matches or complements food important[2] and both bottles of Tapabrava have been designed with this in mind with a vibrant, modern and disruptive label created in collaboration with English illustrator Charlie Davis. 

Tapabrava is available from this week in Asda and Tesco. RRP £8. 

 


[1]  Nielsen IQ Total UK Off Trade, MAT WE 09.09.23

[2] Wine Intelligence UK Landscape 2023, Vinum 2022, United Kingdom​