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News
You say Chileno…
PLB and Viña Ventisquero have taken a minimalist approach to the rebranding of their Chilean brand, Chileno, which will now be known as Chilano. The vowel change will be accompanied by entirely new packaging for the brand, the result of extensive consumer research.
The range, which consists of varietal and dual-varietal wines, will now feature packaging that is intended to be more premium, as well as more traditional. Marketing Manager Amanda Walker explained: “The research carried out enabled us to identify what consumers are really looking for at the £5.99 price point, and the redesigned packaging delivers on this.”
Consumer research informed the change in brand name as well, according to Walker. “As part of the raft of consumer research carried out in preparation for the relaunch we tested the current name versus various new options. Chilano was the clear favourite – outperforming current Chileno by a considerable margin”
The new front labels for Chilano, in addition to varietal and country of origin, also now feature a description of where the grapes for the wine are sourced. A back label gives further information about the region and vintage.
The off-trade range, a joint venture between the two companies, is the sixth-largest Chilean brand in the UK multiple sector, according to Nielsen.
Clinton Cawood, 06.08.08