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Concha y Toro launches travel retail range
Viña Concha y Toro has launched its first travel retail range using wines from its flagship Casillero del Diablo brand.
Dubbed ‘The Route of Cabernet Sauvignon’, the range features three expressions of Cabernet each from a different region in Chile and produced with differing methods.
The first, with a retail price of US$25, is sourced from Maule and was aged for 10 months in barrel.
The second, from Rapel, spent a year in barrel and is priced at US$40 a bottle and the third, from two vineyards in Maipo, spent 16 months in barrel and 5,000 litre cask and has a retail price of US$65.
Diego Baeza, global travel retail & duty free director at Viña Concha y Toro, commented: “The launch of the Route of Cabernet Sauvignon marks a tremendous milestone for Concha y Toro and our flagship Casillero del Diablo brand. For the first time in our history, we have produced something exclusively for travellers – something original, storied and of exceptional quality. This is a confident step in Concha y Toro’s travel retail journey, and we’re very excited about our fantastic wines bringing new energy to the channel and helping to drive wine category growth.
“This brand extension has been created as a result of the work done by the team in the Asia-Pacific region to identify that there is a significant gap between the offer in the domestic markets and that in travel retail. The Route of Cabernet Sauvignon range is the solution to this, bringing together Asia’s favourite wine variety, Chile’s expertise in Cabernet and a powerful global brand in Casillero del Diablo.”
The new range will be launched this April, likely (it seems) in Asia-Pacific initially.
Nani Mulet, head of marketing for Concha y Toro in Asia Pacific, said: “In the development of this range, we have considered not just the attributes of each of these fantastic wines, but also how we guide the consumer through the range.
“The use of different ageing statements is a cue that many travel retail consumers will equate with other categories, such as malt whisky, where longer equals better, and the same is true here. We look forward to showing this in innovative and engaging ways at the point of sale when we launch in April.”