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Concha now No.1 in Cab, Pinot and Malbec

Concha y Toro is now the supplier of the UK’s best-selling Cabernet Sauvignon, Pinot Noir and Malbec.

Concha y Toro’s Casillero del Diablo is the UK’s best-selling Cab

According to Clare Griffiths, UK marketing director at Concha y Toro, Chile’s biggest wine producer holds top spot for some of the UK’s most popular grapes, based on sales information in Britain’s biggest retailers.

“We now have the number one Cabernet [Sauvignon] with Casillero del Diablo, number one Pinot Noir with Cono Sur and number one Malbec with Trivento, driven by our commitment to build our brands in the UK and drive category value,” she told the drinks business earlier this year.

Considering other major grapes in the market, particularly best-selling white variety Sauvignon Blanc, she noted a “growth spurt” for the grape from Chile.

“New Zealand is having some supply challenges, which gives a real opportunity for Chilean Sauvignon Blanc, so we are putting a focus on this grape to ensure the consumer recognises the quality from Chile,” she commented, adding that the “price positioning” of Chilean Sauvignon will help: “Casillero has an average price of £6.30, whereas New Zealand is £7 plus.”

As for Shiraz, another major seller in the UK – and a grape more commonly associated with Australia – Griffiths said that this variety would also be a target for Concha y Toro, but using another brand in the producer’s portfolio: Viña Maipo.

“We are also looking at Shiraz from Chile under Viña Maipo. Our Shiraz is lot lighter than those from Australia, and our research says that the consumer – particular the female consumer – is looking for Shiraz but in a lighter style.”

As part of Concha y Toro’s general aim to double its UK business to 10 million cases annually by the end of 2018, which you can read more about here, Griffiths said the company was focused on “maximising sales around occasions”.

In particular, she cited Halloween as a “big opportunity”. “It is historically a children’s event, but there are lot of adult parties and the proposition for Casillero around the devil works very well.”

The IRI data (52 w/e 23rd May) below shows the sales data of Concha y Toro’s major brands in the UK retail sector:

1. Casillero del Diablo

Value sales: £89.3m (+24.1%)
Volume sales: 1,176k 9L (+23.6%)
Average price per 75cl: £6.33

2. Cono Sur

Value sales: £20.6m (+90.9%)
Volume sales 295k 9L (+94.2%)
Average price per 75cl: £5.80

3. Trivento Reserve

Value sales: £9.4m (+293.7%)
Volume sales 131k 9L (+314.3%)
Average price per 75cl: £5.95

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