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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