The new 50cl bottle has been developed to target the convenience market and offer the trade a more expansive solution to its customers’ needs.
Casillero del Diablo has targeted the UK market with the new format to offer premium wine for less investment and reduced risk, and ultimately recruit new customers to the brand.
Jason Duggan, head of marketing for Concha y Toro, said: “At a time when choice is so important to the trade, we can offer them an expansive and innovative solution that will in turn give their customers the options they desire – the 50cl bottle satisfies the convenience market, encourages responsible drinking through portion control and offers premium wine at a more affordable price. It is a format that we think is right for the market and right for our customers."
The product will eventually roll out across mainland Europe.