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Concha y Toro mimics spirits with GTR wine range age statements - TFWA Asia-Pacific

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Concha y Toro has taken cues from premium spirits for its new Casillero del Diablo Travel Retail wine range, which features ascending age statements.

The number of months Concha y Toros wine has been aged for is displayed on the bottles front label

The number of months Concha y Toro's wine has been aged for is displayed on the bottle's front label

The Casillero del Diablo Route of Cabernet Sauvignon range comprises three different expressions, each aged for a different length of time in oak barrels. The lowest-priced variant is aged for ten months, the middle variant for 12 months and the top-tier variant for 16 months.

The number of months is displayed on the bottle's front label, similar to year-based age statements used on spirits such as aged rum and single malt Scotch whisky.

Speaking to just-drinks at the TFWA Asia-Pacific exhibition in Singapore yesterday, Concha y Toro said the company used the three-tier spirits ranges found in global Travel Retail as an inspiration for the new wines. Concha y Toro's regional director for Asia-Pacific, Guy Nussey, said consumers can use the age statements as a purchasing guide, while the ladder-style structure leads them through the range. 

"We want this to be a journey for the consumer," Nussey said.

According to Concha y Toro, it is the first time the company has launched a Travel Retail range with age statements.

The Casillero del Diablo Route of Cabernet Sauvignon was rolled out exclusively in Changi airport in April and will launch globally in Travel Retail from this month. In Changi, the three expressions are priced at SGD35 (US$20), SGD55 and SGD85. Each expression is from a different wine region in Chile - Maule, Rapel and Maipo.

Philip Sancto, regional commercial director for Asia Pacific at Concha y Toro, said: "Sales of Casillero del Diablo have almost doubled in the last three years in Asia's domestic markets. South American wines have huge demand in this region, but are dramatically underrepresented in the Travel Retail channel."

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Sectors: Product launches, Wine

Companies: Concha y Toro

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