Constellation looks to heavens as Chile takes off

Chilean wine brand Gran Tierra is offering consumers a Breath of Fresh Air with a new promotion during the summer.

The Constellation-owned brand is giving consumers an opportunity to win one of 10 balloon flights across the Andes with every bottle of Gran Tierra Merlot and Sauvignon Blanc.

In addition every consumer buying a promotional bottle can download a two-for-one balloon flight voucher to use in the UK.

The promotion, which runs until the autumn, forms part of the £1 million investment being made by Constellation in the Chilean brand this year.

Stephen Loftus, director of innovation at Constellation, said: “After just six months in the market, Gran Tierra has sold over a million bottles making it one of our most successful wine launches.

"This on-pack promotion features on 750,000 bottles and will be supported by a national outdoor six-sheet advertising campaign, point-of-sale and tailored incentives across the impulse channel.

“The continuing growth and popularity of Chilean wines in the UK, plus this exciting promotion, gives retailers a great reason to increase their focus on their Chilean wine range in store.”

The latest Nielsen figures show that the Chilean category is worth £457m, up 4% in value, which makes it the fourth largest category in the UK market.

Rupert Millar, 26.05.2010