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News
Casillero leads Concha’s year of UK growth
Concha y Toro’s flagship Casillero del Diablo brand became the sixth biggest wine brand in the UK in 2015, topping off good growth across the producer’s range.
Casillero del Diablo topped £100 million worth of value sales in the UK off-trade for the first time in the calendar year, growing by 18.3% on 2014.
It also had the highest average bottle spend of the 10 fastest growing brands, according to newly released IRI figures.
Chile-based Concha y Toro also reported good performances for Isla Negra, Cono Sur and its Argentine Trivento brands last year.
Simon Doyle, Concha y Toro UK general manager, said: “This news vindicates our strategy of investing in our brands to achieve sustainable growth.”
The results come after Concha’s latest reinstallment of its successful ‘Wine Legend’ campaign for Casillero del Diablo, which saw the wine advertised across Sky Movies television channels.
“By focusing on where our strengths are, we’ve seen sustained double digit growth in both volume and value, covering all price points from EDLP up to the premium segment”, said Doyle.