Casillero's Reserva is UK number one Cab Sauv

01 April, 2015

Casillero del Diablo, the global Chilean wine brand, has announced that its Cabernet Sauvignon Reserva is the best selling Cabernet Sauvignon in the UK off trade*.

Following a 60% growth in sales value and volume, from 244,000 to 390,000 x 9ltr cases, Concha y Toro-owned Casillero Cabernet overtook Australia’s Wolf Blass to claim the number 1 spot.

Its major sales growth in this period (52 w/e February 28, 2015) are reflected in Chile’s performance in the Cabernet Sauvignon category, which shows growth of 14.6% versus second-placed France which has declined by 0.6% over the same period.

Argentinian wine brand Trivento, also owned by Concha y Toro, is now the producer of the UK’s number 1 selling Malbec for the first time, and CyT’s Cono Sur’s Bicicleta Pinot Noir tops the UK charts for that grape variety.

Casillero del Diablo entered the UK Top 10 wine brands in 2014 for the first time. CyT says it has the highest average bottle price of any brand in the top 10.

The brand came sixth on Drinks International’s global Most Admired Wine Brands survey this year.

Concha y Toro UK marketing director Clare Griffiths said: “We are delighted that Casillero del Diablo is the best selling Cabernet Sauvignon in the UK Off trade. We will continue to build the brand in the UK market with our customers and consumers by having award winning marketing campaigns and consistent quality wies.

“I have no doubt that our latest major TV sponsorship with Sky Movies coupled with extensive in-store activation will continue to drive further brand growth, category value and overall household penetration.”

*IRI data, 52 weeks to 28/2/15





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Christian Davis

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