Making its debut at the TFWA (Tax Free World Association) Asia Pacific trade exhibition in Singapore, the Chilean wine giant unveiled, the ‘Casillero del Diablo Route of Cabernet Sauvignon’, featuring Cabernets from three well known valleys - Maule, Rapel and Maipo.
Initially available at Singapore’s Changi airport, the wines are now being rolled in GTR. They comprise: (Singapore dollars) $35, $55 and $85 with a top-of-the-range Leyenda Cab from Pirque in the Maipo valley (not a GTR exclusive) at $125.
VCT’s regional director - Asia Pacific, Guy Nussey, told Drinks International that the company had identified an “opportunity” in GTR back in 2017 but needed to research the channel and come up with a “coherent strategy” to develop a range of wines, especially for that retail channel.
VCT, which has come top of Drinks international’s ‘World’s Most Admired Wine Brands’ survey principally via its Casillero de Diablo brand, understandably used that brand as the standard bearer for the new range. The company also owns the California brands Fetzer, organic wine range, Bonterra along with Little Black Dress and 1,000 Stories.
Nussey said the company’s research revealed major differences in the shopping needs and habits between Asian and European travellers. Price point was crucial with Asian shoppers willing to pay more for better quality. The labelling includes an ‘age statement’ but not for the vintage, it is a blend from a specific valley, but for time aged in barrels.
