Casillero del Diablo claims top spot in Cabernet chart

01 April, 2015

Casillero del Diablo Cabernet Sauvignon has grown sales by 60% to become the UK’s bestselling Cabernet Sauvignon SKU (IRI, year to February 2015).

It overtakes Treasury Wine Estate’s Australian brand Wolf Blass, whose Cabernet Sauvignon experienced a 15% sales decline to fall into second place.

Concha y Toro also now has the UK’s bestselling Pinot Noir with Cono Sur Bicicleta and top Malbec through Trivento.

Annual Casillero del Diablo sales now stand at £29.4 million, up from £18.3 million a year ago, while Wolf Blass dropped from £19.9 million to £16.8 million, according to IRI.

CyT Marketing Director Clare Griffiths said: “We will continue to build the brand in the UK market with our customers and consumers by having award winning marketing campaigns and consistent quality wines.

“I have no doubt that our latest major TV sponsorship with Sky Movies coupled with extensive in-store activation will continue to drive further brand growth, category value and overall household penetration.”




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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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