Concha to recruit a million more consumers by 2021

Chilean wine giant Concha y Toro has ambitious plans to turn a further million UK households into fans of its three core brands: Casillero del Diablo, Cono Sur and Trivento, by 2021.

The company outlined its bold plan during a press briefing in London last week “to deliver high quality brands that enrich occasions”, and increase its consumer reach from 3.3 million to 4.3 million UK households by 2021.

Simon Doyle, general manager of Concha y Toro UK, was honest about the fact that there were big challenges ahead due to Brexit and currency fluctuations.

One of Concha’s latest packaging innovations: Adorada Rosé from California, which boasts a striking black wax seal

“We need to successfully navigate these challenges and make sure that customers don’t feel the squeeze”, he said.

“We need to wean both consumers and retailers off of heavy discounting as there is less and less margin to play with. In this intense period of change, there has never been a more important time to know what you stand for as a company,” he added.

Doyle also spoke of the need to bring younger consumers into the wine category with compelling offerings, otherwise they will migrate to spirits.

“In order to do this we need to offer wines for every drinking occasion and address the need for excitement by making wines engaging,” he said.

During the briefing, the company outlined further challenges due to millennials drinking less and midweek wine shoppers declining off the back of an increased consumer health drive fuelled by campaigns like Dry January and Stoptober.

The wine giant has responded to this trend with the launch of a 50cl bottle within the Casillero del Diablo range.

Concha’s category and insights controller, Alexandra Haughton, believes that one solution is to play on wine’s craft credentials in order to compete in the same arena as craft beer and spirits.

“Drinking is linked to experiences now, particularly with millennials, and gin, Prosecco and rosé producers have all really tapped into that,” she said.

“Winemakers need to create something beautiful looking that people can engage with,” she added.

Concha’s commercial director, Clare Griffiths, believes that there isn’t enough consumer led innovation in wine, which is holding the category back.

“We’re not seeing a lot of consumer trade up in wine at the moment. There needs to be a reason for people to pay more for wine,” she said, adding, “wine is ripe for disruptive reinvention.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Partner Manager - Manged On-Trade

Maverick Drinks
London, UK

Brand Manager

Hatch Mansfield
Ascot, Berkshire

Head of Sales

London, UK

Logistic and Fullfilment - Whisky (and wine) administrator

Stilnovisti Ltd
London, United Kingdom // Dufftown, Keith, United Kingdom

Account Manager

Harviestoun Brewery
Field Based, UK

Buyer - Spain & South America

London, UK

Events Sales Manager

Field based - London or surrounding area

Sales Director Europe

Mirabeau Wine

Digital Co-ordinator

Alliance Wine
London, UK

Argentina Breaking New Ground Masterclass Series

Manchester,United Kingdom
16th Oct 2018

Argentina Breaking New Ground Masterclass Series

Leeds,United Kingdom
17th Oct 2018

Argentina Breaking New Ground Masterclass Series

Edinburgh,United Kingdom
18th Oct 2018
Click to view more

Global Chardonnay Masters 2018

Deadline : 17th October 2018

Green Awards 2018

Deadline : 19th October 2018

Click to view more

The Global Sparkling Masters 2018

As with all of the drinks business awards, our judging panel is comprised of Masters of Wine, Master Sommeliers and senior buyers making the competition globally renowned.

Champagne Masters 2018

Enter your wines into the Champagne Masters 2018, the only blind competition dedicated to Champagne in the UK.

Click to view more