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New Casillero del Diablo rosé aligns with lighter trends - Concha y Toro UK

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Concha y Toro has revamped its Casillero del Diablo rosé in the UK to target trends towards lighter rosé styles.

Casillero del Diablo Summer Rosé is made with cinsault from the southern region of Chile

Casillero del Diablo Summer Rosé is made with cinsault from the southern region of Chile

Casillero del Diablo Reserva Rosé now includes cinsault from the southern region of Chile. The previous variant was blended with shiraz.

Announcing the overhaul, which also includes new packaging, Concha y Toro said today the new product meets the "ever-growing trend for elegant, lighter styles of rosé".

"Wine shoppers love the look of the painted bottle, and its subtle, elegant taste," said Laura Thomas, marketing controller for Concha y Toro UK. "Our winemakers in Chile have grasped what the market wants and answered that need perfectly."

Thomas said the wine was the first in a raft of new products coming into the market over the next few months in response to "consumer demands we've identified".

Concha y Toro's positioning of its stable at the premium end has helped the group become less reliant on its European business, particularly in the UK, which in 2013 accounted for over 50% of total sales. The company is building its profile and distribution in Asia and China, however speaking to just-drinks last month, UK head Simon Doyle said Britain remained one of Concha's top markets for future investment.

Concha y Toro Performance Trends 2013-2017 - results data


Sectors: Product launches, Wine

Companies: Concha y Toro

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