Concha y Toro has launched a new sparkling canned wine brand, O’jos, designed to increase interest among millennials in the wine category.

Available in Rosé Spritz with Cranberry and Pink Peppercorn, and Chardonnay Spritz with Rose and Raspberry flavours, with an RRP of £2 each, Rebecca Davis, the company’s marketing consultant, said the supplier had initially planned to launch it in a bottle format, but with the 50% growth in canned wine, it made sense to follow the trend.

“Even though 70% of alcohol consumers drink wine, it has only a 40% presence in social occasions – it is underrepresented. We wanted to tap into this opportunity and create something that was light and sessionable, so more shoppers felt it appropriate for more occasions,” she told RN.

To support the launch, Concha y Toro will be investing in a social media campaign, including hosting pop-up bars and sampling opportunities at main train stations in central London.

“PoS material will also be available to independent retailers, and as a special introductory offer, we’re offering 25% off the price, which will be translated through banners,” Davis added.

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