Freixenet, the UK’s top-selling sparkling wine brand by volume and value, has launched a new nationwide campaign aimed at boosting its premium image and driving consumer engagement. The campaign, titled ‘Own the Diamond,’ began on June 2, 2025, and will run through December 1, 2025.
As part of the promotion, shoppers in the UK who buy selected Freixenet products have the chance to win diamond jewelry worth up to £5,000. To enter, customers can either scan a QR code on the bottle or visit the Freixenet website. There is no limit on entries, allowing participants to enter as many times as they wish during the campaign.
The campaign highlights Freixenet’s diamond-cut bottle design, which has become a symbol of the brand’s premium identity. Alongside the main prize, the promotion also includes several luxury runner-up rewards, such as Tiffany & Co. and Monica Vinader vouchers, and spa experiences for two. These prizes are meant to appeal to customers who enjoy upscale products and experiences.
To support the campaign, Freixenet has rolled out a multi-channel marketing strategy. This includes digital advertising, social media influencer partnerships, and on-trade promotions. In stores, neck tags and secondary displays are being used to increase visibility in major UK retailers.
Dani Buckley, Marketing Controller at Freixenet Copestick, said the campaign is focused on engaging consumers while reinforcing Freixenet’s premium status. “This promotion gives shoppers a strong reason to connect with our brand,” she said.
The campaign is timed to coincide with key periods when sparkling wine sales typically rise. By running over six months, Freixenet aims to build momentum and maintain its strong market position.
According to data from Circana covering the 52 weeks ending April 13, 2025, Freixenet’s UK sales have grown by 4% year-on-year, even as the wider wine category declined by 2.6%. The brand’s Prosecco line has grown by 4.5%, outpacing a 5% drop in the broader Prosecco category.
Freixenet remains a leader in several sparkling wine segments, including Cava and sparkling rosé. Retailers are expected to benefit from increased foot traffic and a “halo effect” on Freixenet’s full product range due to the campaign’s visibility.
The ‘Own the Diamond’ campaign is part of Freixenet’s broader effort to strengthen its premium image in a competitive market. With valuable prizes and strong marketing support, the brand hopes to attract new customers and reward loyal ones throughout 2025.
Related topics:
- 2025 Couture Design Awards Celebrate the Best in Fine Jewelry
- Surge in AI Course Enrollments as Businesses Seek Competitive Edge
- Louis Vuitton Expands Vivienne Collection Ahead of Summer Season
