Vinarchy is banking on Spain’s favourite summer drink—sangria—taking Australian pubs by storm over the holiday season.

While sangria has been a staple in Spanish restaurants for decades it hadn’t crossed over into other venues until Vinarchy’s new Campo Viejo Sangria Spritz was released last month.

The ready-to-drink spritz is already available in 155 venues across the country, in 330ml RTD cans and on tap.

Made with Spanish red wine and natural citrus flavours, Campo Viejo Sangria Spritz combines red fruit notes of cherry, raspberry and red plum with citrus, gentle bubbles and subtle spice.

Vinarchy Head of On-Premise & Business Development Andrew Antunovich said: “Sangria has always meant a jug, batching, cutting fruit and pouring the leftovers down the sink at close.

“On tap it’s one pour: glass, ice, a slice of orange, and it’s done in seconds. Venues get a cocktail-style serve that pours as fast and as consistently as a beer, without the labour or the stock of extra ingredients.

“The response has been strong. We’re live in venues since October and all venues have reordered within the first week. Staff like how easy it is to pour, and guests keep coming back for a second one.”

Antunovich said Spain was having a real moment with Australians, which has increased the appeal of one of its most iconic drinks.

“Travel to Spain is up 54% on 2019, and Spanish food and drink is showing up everywhere. Sangria is the drink people tie to that, but it’s always been hard for venues to do well,” he said.

“Campo Viejo Sangria Spritz fixes that. It’s 4.5%, lightly sparkling and fresh, and it sits somewhere between wine, spritz and RTD. Australia is the first market in the world to get it, so venues have something new for their menus this summer.”

There has been growing adoption of spritzes, wine and cocktails on tap in venues and Antunovich said sangria was the logical next step for Vinarchy.

Trialling the product has been key to ensuring repeat purchase in both the on and off premise, through sampling opportunities and social media activity.

“For new products it all comes back to liquid on lips. Once people try it, they buy it,” Antunovich said.

“For consumers, we’re running an integrated campaign across retail and on-premise, so people see it on shelf and then again when they’re out. That’s backed by social, creators and sampling, and it shows up in the places Spanish culture already fits into an Aussie summer: long lunches, backyard catch-ups and nights out.”

For venues, Vinarchy’s sales team and wholesale partners are running tastings with bar staff and guests. Activations such as “Sangria Sessions” and “Hot Sangria Nights” are putting the serve in front of drinkers where they’re already socialising.

“That way venue teams see how easy it is to run and guests get to try it without committing to a whole jug,” Antunovich said.

“Campo Viejo is Spain’s number one Rioja brand, so we have the credibility to own sangria, and we’re backing that with activity in venue.”