Record-breaking Christmas wine sales for Concha y Toro UK

Concha y Toro wine brands Trivento and Casillero del Diablo have enjoyed record-breaking UK Christmas sales due to “the unprecedented trading situation”.

Concha y Toro’s leading brand, Casillero del Diablo, has hit record levels of ‘household penetration’

Using results released this morning for the 12-week period to 2 January, the wine group showed how its leading wine brands have performed extraordinarily well over the festive retailing period, benefitting from their excellent off-trade distribution and the closure of the hospitality sector for much of this time due to Government restrictions relating to Covid-19.

Indeed, the huge fillip to Concha y Toro’s year-end wine sales figures reflect the channeling of UK shopper’s spend through the supermarkets and major wine retailers, be that online or in-store, due to tightened coronavirus regulations in the run up to Christmas and beyond.

Overall Concha y Toro’s wine sales in the UK increased by £27 million during the last 12 weeks of 2020, which the company said was the greatest absolute value growth of any wine supplier in the market1.

In terms of branded wine performance, the group noted that it was Concha y Toro’s Argentine label, Trivento, that “led the charge”, entering the UK’s Top 10 branded light wines for the first time.1

Growing at 74% year on year, in 52-week value data Trivento currently sits in 11th place, up from 18th a year ago2, and sold over 1 million nine-litre cases in the calendar year.3

Trivento was one of three Concha y Toro brands in the Christmas Top 10, alongside Casillero del Diablo, which was fourth, and Isla Negra at tenth.1

According to Concha y Toro UK, the unprecedented trading situation during 2020 translated into an unparalleled year for many off trade brands, with all the top 10 wine brands showing value growth at the end of the year.1

Commenting on the figures, Clare Griffiths, commercial director at Concha y Toro UK, said, “We’re obviously delighted to be reporting these figures after the challenges of last year. It’s particularly encouraging given that we have even more exciting marketing plans for each of the brands this year, as we look to consolidate growth that has been driven by changes in shopper behaviour in 2020 due to the pandemic.”

Household penetration figures for Casillero del Diablo and Trivento also hit record levels for the brands, at 11% and 7% respectively.4

Trivento marketing manager Preety Johl commented, “We are so pleased with the stellar performance of Trivento, backed by strong investment, and it has enabled us to build ever more ambitious marketing plans for the coming year.”

  1. Nielsen Scantrack, Total Coverage value sales, 12 weeks to 2.1.2021. Branded wine rankings exclude the performance of Private Label
  2. Nielsen Scantrack, Total Coverage value sales, 52 weeks to 2.1.2021 Branded wine rankings exclude the performance of Private Label
  3. Nielsen Scantrack, Total Coverage volume sales, 52 weeks to 2.1.2021. Branded wine rankings exclude the performance of Private Label
  4. Kantar Worldpanel, 27.12.20

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