Constellation backs Chilean brand with Andes promotion

01 June, 2010

Constellation Europe is rolling out an on-pack promotion for its Gran Tierra brand offering the chance to win balloon flights across the Andes.

Ten trips are up for grabs when consumers buy a bottle of the Chilean wine, which was launched last September and will benefit from a £1 million marketing package this year.

According to the latest Nielsen figures, Chile is the fastest growing country, with sales up by 27% to £457 million.

Stephen Loftus, director of innovation at Constellation, said: “After just six months in the market, Gran Tierra has sold over a million bottles making it one of our most successful wine launches. This on-pack promotion features on 750,000 bottles and will be supported by a national outdoor 6-sheet advertising campaign, point-of-sale and tailored incentives across the impulse channel. The continuing growth and popularity of Chilean wines in the UK, plus this exciting promotion, gives retailers a great reason to increase the focus on their Chilean wine range in store.”

Gran Tierra is also being extended into bag-in-box format this summer in an exclusive deal with Asda.




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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