Freixenet launches major UK campaign with diamond jewelry prizes to boost premium image and consumer engagement

Freixenet, recognized as the leading sparkling wine brand in the United Kingdom by both volume and value, has introduced a new campaign called ‘Own the Diamond.’ The campaign began on June 2, 2025, and will run until December 1, 2025. It is designed to reinforce Freixenet’s premium image and increase consumer engagement through a high-value promotion. Shoppers who purchase participating Freixenet products in the UK can enter for a chance to win diamond jewelry valued at up to £5,000. Entry is available by scanning a QR code on the bottle or by visiting the Freixenet website. There is no limit to the number of entries per person during the promotional period.

The campaign draws attention to Freixenet’s signature diamond-cut bottle design, which has become a recognizable symbol for the brand. In addition to the main prize, there are several luxury runner-up prizes, including vouchers for Tiffany & Co. and Monica Vinader, as well as spa experiences for two people. These prizes are intended to appeal to consumers seeking premium experiences and products.

Freixenet is supporting this campaign with a comprehensive marketing strategy that includes digital advertising, partnerships with influencers, and on-trade promotions. In-store marketing materials such as bottle neck tags and secondary space displays are being rolled out across major UK retailers to maximize visibility. The company aims to reach consumers at multiple touchpoints, both online and offline.

Dani Buckley, Marketing Controller at Freixenet Copestick, stated that the campaign puts both consumers and the brand at the forefront. Buckley emphasized that the promotion offers shoppers a strong incentive to engage with Freixenet while reinforcing its position as a premium sparkling wine choice.

The timing of ‘Own the Diamond’ aligns with key seasonal periods when sparkling wine sales typically increase. By running the promotion over several months, Freixenet hopes to maintain momentum in its UK market performance. Recent data from Circana for the 52 weeks ending April 13, 2025, shows that Freixenet’s sales are up 4% year-on-year. This growth stands out against a 2.6% decline in the overall wine category during the same period. The brand’s Prosecco product is performing particularly well, growing at 4.5%, while the broader Prosecco category has seen a decrease of 5%.

Freixenet continues to hold leading positions in several sparkling wine segments, including Cava and sparkling rosé. Retailers are expected to benefit from increased foot traffic and what Freixenet describes as a “halo effect” across its core product range due to heightened brand visibility.

The ‘Own the Diamond’ campaign reflects Freixenet’s ongoing efforts to strengthen its premium positioning in a competitive market. By offering high-value prizes and investing in multi-channel marketing support, the brand aims to attract new customers while rewarding loyal ones throughout 2025.