Concha y Toro to take on Campo Viejo with Spanish Tempranillo

Chilean wine giant Concha y Toro is looking to compete with Campo Viejo having branched out into Spain with the launch of a Casillero del Diablo Tempranillo.

Hailing from the northern Spanish region of Cariñena, the wine marks Concha y Toro’s first project outside of its Chilean homeland.

Created after extensive consumer research, the company spotted a gap in the market for a category-leading Spanish wine brand in the UK off-trade, and the launch will see it go head to head with current leading Spanish brand Campo Viejo.

Spearheaded by Concha winemaker Max Weinlaub , the Tempranillo is made in partnership with Bodegas Ignacio Marín, a family-run winery in Cariñena. “We are excited to welcome this new addition to the range – we saw a real possibility to produce our signature style of varietal-led approachability, with a Spanish variety that is well known and liked in the UK,” Concha y Toro’s technical director, Marcelo Papa, said.

Weinlaub describes the cherry-hued wine as having notes of violets, strawberries, plums and a touch of green pepper with gentle oak, smooth tannins and a long balanced finish.

“It was a challenge to produce an honest, unique, distinctive Tempranillo in a New World style with well integrated oak and a gentle mouthfeel,” says Weinlaub, who feels Cariñena shares similarities with Chile’s Maule Valley, from its high altitude and clay soils to its big swings in day and night temperatures.

Clare Griffiths, commercial director at Concha y Toro UK, added: “Casillero del Diablo has been a phenomenal success, thanks to its strong branding and consistent levels of marketing investment in recent years.

“Having identified an opportunity for an established brand to add to the Spanish wine category, we are thrilled to bring this new wine to market and looking forward to seeing how UK wine shoppers take to it.

“The opportunity to add value to the Spanish category in the UK is there, as aside from Campo Viejo it lacks big brands.”

The wine is aimed at “down-tempo” occasions like at-home drinks after work.

“Through qualitative research we identified a consumer need not currently being met by this new origin, but which is Casillero del Diablo’s heartland,” said Casillero’s UK marketing manager Claire Raine.

“Spain is growing its wine sales in the UK but is tracking behind other countries. It’s a highly fragmented category that lacks scalable brands with mass market distribution,” said category & insights controller, Alex Price.

“It was important for us to bring something new and different to the category and we spotted a big gap for a smooth, easy-drinking more premium positioned mass market Spanish wine brand, which is the white space we wanted to target.

“There’s a strong link between Chile and Spain due to the cultural connection. This launch is a natural evolution for Casillero that can drive growth in the Spanish wine category,” she added.

Shipped in bulk and bottled in the UK, the 14% ABV Casillero del Diablo Spanish Tempranillo goes on sale in the UK on 5 April with an RRP of £8.00. It will be supported by a major marketing campaign including out of home and digital advertising as well as via Casillero del Diablo’s existing partnership with Sky TV.

Casillero del Diablo’s GB retail sales in the 52 weeks to 27/02/21 were £208m. It is the number one Chilean wine brand in the UK for value sales.