Consumer promo for Chilano
Published:  03 July, 2009

Chilean wine brand Chilano has launched a £150,000 marketing drive inviting consumers to Chill With Chilano.

The brand, a joint venture between PLB and Viña Ventisquero, will run ads in lifestyle magazines and national newspaper colour supplements throughout July and August.

The push is to tie in price promotions across the five major multiple grocers, and will be backed by PR activity and a new website, chilano.co.uk.

Brand manager Paul Shelton said: "We are confident that the combination of this carefully targeted consumer campaign and the wines' vibrant new packaging will see Chilano challenging for a top three Chilean off-trade brand position by the end of the year."




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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