Concha y Toro has launched its first wine outside of Chile with Casillero del Diablo Tempranillo, aimed at injecting life back into the Spanish wine category.

Produced in partnership with Bodegas Ignacio Marín, a family-run winery in Cariñena, Northern Spain, the supplier said Spain currently ranks as the seventh biggest origin in the total light wine category in the UK, with a market share of 8.4%.

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While Spanish wines have grown by 17.2% in value versus last year, it is a largely untapped category and is losing sales to wines produced in other regions, such as Chile, partly due to a lack of investment from big suppliers.

As such, the brand aims to fill this large gap in the market with its Tempranillo, which focuses on its ‘smooth notes’, catering towards more intimate and relaxed settings, an occasion Spanish wines in particular are under-trading in.

The supplier assured retailers the launch of the new Tempranillo is predicted to bring in 25% incremental sales to the Spanish wine category, without totally detracting from Chilean wine sales.  

Claire Raine, marketing manager for Casillero del Diablo in the UK, said up until now, with a lack of Spanish wines from major brands in the UK market, marketing investment hasn’t been as strong, therefore consumer awareness hasn’t reached the same levels as other origins.

To address this, the supplier will be supporting the launch with a campaign, including outdoor and digital advertising, as well as via Casillero del Diablo’s existing partnership with Sky TV.

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“We know that Casillero del Diablo has a strong affinity with more intimate, down-tempo occasions like dinner for two or a relaxing drink after work to unwind.

“Through qualitative research, we identified a consumer need not currently being met by this origin, but which is Casillero del Diablo’s heartland,” added Raine.

Casillero del Diablo is the fourth biggest light wine brand in Great Britain in terms of value, as well as the number-one Chilean brand growing ahead of the total light wine category at 30.3% compared to 20.9%.

It has a retail sales value of £208m, and recently hit its highest ever UK household penetration figure of 11.5%.

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