Chilean wine major Viña Concha y Toro has launched a wine range targeting young and “time-poor” adults in the UK.
The Out of Office range, which targets 25- to 34-year-olds, is being launched by the group’s European arm, exclusively in the convenience channel.
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In a statement, the group’s European business VCT Europe said it had “drawn on consumer research showing that time-poor consumers are often discouraged by the wine aisle, which they perceive as overcrowded”.
The range includes three SKUs: a Sauvignon Blanc, a Rosé and a Merlot, each with a RSP of £9 ($12).
Each of the wines are produced in Chile and bottled in the UK.
Reflecting on the launch, Heather Jones, senior brand manager at Concha y Toro’s UK business, said: “Younger consumers are still drinking wine – but they’re more selective. They’re curious, open to discovery, and willing to spend more when the proposition feels relevant, modern, and worth their time. We wanted to deliver a brand that makes wine an easy, approachable choice.
“A key occasion for wine drinkers is relaxation and unwinding – moments of switching off and recharging, and Out of Office is a fun, light-hearted brand that clearly communicates the occasion directly on the bottle.”
The Out of Office range will debut in the UK in 300 Bargain Booze stores on 25 May.
Commenting on why the group decided to launch the range in convenience, Jones said: “We have seen many of today’s most successful brands begin their journeys in this channel, and it has repeatedly proven to be a strong foundation for building brand awareness, recruiting shoppers, and driving early‑stage growth.”
Just Drinks has asked Concha y Toro whether the group plans to bring Out of Office to more convenience stores and whether it might launch the brand in other channels besides convenience.
The group has made other efforts to attract younger drinkers in the past. In 2023, it launched a flavoured wine brand called Joy, sold in local retailer Asda. The brand’s range is made up of three wines and an orange Spritz.
Earlier this month, Concha y Toro said it booked lower first-quarter profits amid pressure on sales in the UK and the US.
Europe, which is the company’s largest market, saw sales decline 2.1%, attributed mainly to a 4.6% drop in sales in the UK.
Concha y Toro said the drop was “largely due to a 4% volume reduction”, mainly affecting its Casillero del Diablo and Isla Negra brands.
The group’s revenue from ordinary activities was down 7.8% at 192.61bn pesos ($214.2m) in the period.
The sales drop contributed to a 29.1% decline in profit from operating activities to 15.22bn pesos.
