Entry-level for Chilano brand

05 September, 2008

Private Liquor Brands is adding an entry-level range to its Chilano Chilean wine brand.

The move comes hot on the heels of the renaming of the brand, previously sold as Chileno.

PLB said the launch of a £3.99 tier would “provide some much-needed cheer in today’s economic doom and gloom”.

Marketing Manager Amanda Walker said: “Our customers have been clamouring for a brand capable of responding to today’s market demands and that offers consumers great value in these tough times.

“We’ve listened to what they want and have created the Chilano Generics – a range of quality-driven wines at an affordable price-point.”

The three wines – a red, white and rosé – will be officially unveiled at the forthcoming Wines of Chile tasting.

Chilano is a joint venture between PLB and Viña Ventisquero, one of the largest Chilean wine exporters to the UK.




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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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