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Casillero enters UK top 10 wine brands

Chilean wine giant Concha y Toro’s flagship brand, Casillero del Diablo, has entered the UK top 10 wine brands for the first time.

The entry into the top ten was fuelled up an impressive 35% rise in year on year volume sales in the UK according to the latest figures from Nielsen charting total off-trade sales for wine to 11 October 2014.

The brand sold 1.1m 9-litre cases in the UK at a value of £81.2m, meaning Casillero del Diablo has already leapfrogged Lindemans to 9th place on the list.

The brand has recently invested heavily in a TV marketing campaign with its Wine Legend advert.

This March, Concha y Toro embarked on a mission to double its UK business to 10 million cases annually in the next five years.

Simon Doyle, general manager of Concha y Toro UK, told db: “I think there’s a market share to really be developed and we have the brands to do it.”

 “We’re rationalising our portfolio a lot to make sure we have a range of wines there’s big potential for; we’re focusing a lot on key brands and getting the right quality of people to help us achieve that,” he added. 

Last month, Teco’s Andy Gale became head of new business and technical development for Concha y Toro UK, while late last year, Concha y Toro’s corporate export director, Cristian Lopez, told db about his ambition to make Casillero a one-million case brand in Asia.

“Our long-term goal is to sell one million cases a year of Casillero del Diablo in Asia – we’re currently on 60,000 cases so we’ve got a way to go.

“If you want to succeed in the Chinese market you have to take it seriously and be committed to it. You can’t do it half-heartedly,” he said.

“We’re working with Summergate in Asia and trying to find ways to build the Casillero brand out there as it’s the core of what we do, but, of course, we’re hoping to push our fine wines like Don Melchor and Almaviva out there too.

“Asia is our next big market to crack. It’s currently our fastest growing market. We recently opened a regional office in Singapore to get closer to the market and really understand it. We’ve got 20 people on the ground there,” he added.

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