Cono Sur launches chilled Pinot Noir campaign

Chilean Pinot Noir specialist Cono Sur has launched a new UK campaign featuring the grape variety, giving consumers a “licence to chill” their red wine over the summer months.

The winery, a subsidiary of Concha y Toro that was founded in 1993, has launched the campaign to “dispel the myth that red wine can’t be enjoyed in warm months”.

Due to be launched in the UK next month, the campaign utilises the company’s temperature-sensitive, colour-changing label. Once sufficiently chilled, the image of the bike on the label turns from grey to blue.

Over half a million bottles of the brand’s Bicicleta 2018 vintage have been unveiled with the new thermochromic label designed to show “the perfect temperature for a chilled glass of pinot noir”.

Alberto Tiravanti, Cono Sur’s marketing director, explained: “Pinot Noir is a grape best known for its elegance and delicacy, and it’s a red wine that can also be enjoyed chilled. These attributes make Pinot Noir very attractive for those that are constantly looking for versatility and new consumption occasions.

“That’s why we’d like to propose a Pinot Noir as a spring and summer wine, a strategy that has been greatly received in several markets and is now becoming a growth trend for Cono Sur.”

James Hick, Cono Sur Marketing Manager in the UK, added: “Some savvy wine drinkers already know how enjoyable lighter red wines can be out of the fridge in warm weather – we’re aiming to spread that message to the whole country via this campaign. We want to give UK wine shoppers a “Licence to Chill”!

“It’s an easy-to-understand, fun and engaging label that you can see working in your hands, while focusing wine shoppers’ attention to our famous bicycle, Cono Sur workers’ way of travelling around the vineyards in Chile.”