Freixenet launches ‘Own the Diamond’ luxury campaign in the UK market
The promotion offers shoppers the chance to win £5,000 of diamond jewellery as the brand pushes premium positioning.
Freixenet, the UK’s leading sparkling wine brand by volume and value, has launched a new consumer-facing campaign titled ‘Own the Diamond’. The activation centres around a major on-pack promotion giving consumers the chance to win diamond jewellery worth up to £5,000.
The campaign highlights the brand’s signature diamond-cut bottle design and aims to bolster engagement both in-store and online. A suite of luxury runner-up prizes includes vouchers for Tiffany & Co. and Monica Vinader, as well as spa experiences for two.
The promotion is open to UK shoppers who purchase a participating Freixenet product and enter via QR code or directly through their website. Multiple entries are permitted, with the promotion running from 2 June until 1 December 2025.
Multi-channel marketing support
Freixenet is backing the campaign with a wide-reaching marketing plan across digital, on-trade and influencer channels. Bottle neck tags and secondary space displays will feature across major UK retailers.
“We’re delighted to launch such an iconic on-pack and digital promotion in which we have put our consumers and brand at the forefront of,” said Dani Buckley, Marketing Controller at Freixenet Copestick. “It offers consumers a compelling reason to engage with the brand, as well as reinforcing our premium credentials.”
Boosting category visibility
The activity is designed to maintain momentum in Freixenet’s strong UK performance. According to Circana data (52 weeks to 13 April 2025), the brand is up 4% year-on-year, outpacing a 2.6% decline in the total wine category. Its Prosecco SKU, in particular, is growing at 4.5%, ahead of the wider Prosecco category which is down 5%.
Freixenet holds the top spot across multiple sparkling wine sub-categories, including Cava and sparkling rosé.
Retailers are expected to benefit from increased visibility and what the company describes as a “halo effect” across its core portfolio.
The campaign is intended to align with seasonal peaks and drive year-round premium positioning.
Information from The Drinks Business
