Concha y Toro reports surging sales

Cono Sur sales have shot up 77% in value in the past year on the back of a sponsorship of the Tour de France (Nielsen, year to June 26).

It is now the fourth-bestselling Chilean brand among the multiples and brand owner Concha y Toro UK said it believes it will soon become number four in the overall off-trade.

The latest Nielsen figures highlight surging sales among CyT UK’s brands, bucking a downward trend that has seen the Chile category drop 0.5% in value sales.

Casillero del Diablo is enjoying a record year of sales so far in 2014 and is up 34% over the past 12 months.

General manager Simon Doyle aims to drive double-digit growth in the business in each of the next five years and has increased the marketing budget by 20% to help achieve this.

CyT UK said the latest figures are proof that the goal is reachable and that it is on track to meet the ambitious targets.

UK Marketing director Clare Griffiths told OLN: “We want to double the size of the business and we are investing in brands and driving value into the category to achieve that. We have got some really good results coming through and we are really pleased.

“The key message is about our commitment to the UK market and building brands here.”

Vina Maipo, the number three Chilean brand, is also up 12% and Griffiths hopes this growth will be accelerated by a new packaging launch designed to help it stand out better on the wall of wine shoppers are faced with in supermarkets.

Isla Negra is not performing as well as its Chilean stablemates, and Griffiths said: “This is because of some promotional phasing. The brand itself is strong, but the numbers aren’t as positive.”

But overall the picture for CyT UK is very positive, according to Griffiths, who is planning a range of marketing for the rest of the year.

Casillero del Diablo will return to TV screens in September and October in the build up to Hallowe’en.

CyT UK has dubbed the event “Hallowine” and aims to carve out as big a share as possible through strong marketing and working closely with retailers to give them a tailored service.

Before that the team is on the road with the Casillero del Diablo Wine Legend Tour, that sees a branded bus tour the country, giving consumers “an immersive pop-up brand experience” with sampling in cities, at festivals and in supermarkets.

Its Argentinian brand Trivento is also climbing the league table of leading brands and has reached number four in the Argentina category, “with number three firmly in its sites” according to CyT UK. 

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