Casillero del Diablo launches 50cl bottles

07 August, 2009

Chile/UK: Chilean wine producer Concha y Toro has launched its Casillero del Diablo brand in 50cl bottles. Targeted at the multiple and convenience channels as well as the on-trade, the new format has an RRP of £4.99, and includes the 2008 Sauvignon Blanc and 2008 Cabernet Sauvignon.

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. 


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