Casillero del Diablo drives Concha y Toro to new heights

By Mathew Lyons

Published: 20 January, 2016

Strong Christmas sales for its flagship Casillero del Diablo brand ended a successful 2015 for Concha y Toro, the company has announced.

Casillero del Diablo passed £100 million in annual retail sales for the first time in December, and was the fastest growing wine brand in the UK, according to 2015 sales date from IRI.

It has now overtaken Jacob's Creek to take the number six position in the UK's top ten wine brands.

The brand only entered the top ten in 2014 and retains the highest average per bottle price in the ranking.

A year-long partnership with Sky Movies launched in March 2015. It saw Casillero del Diablo branding accompany some 55,000 films across 17 channels with the aim of reaching 44 million viewers.

It is the largest multi-channel sponsorship deal Sky Movies has ever signed.

Other key Concha y Toro's brands also performed well across the year, Isla Negra, Cono Sur and Trivento among them.

The company added £47 million sales through 2015, it reports.

Simon Doyle, general manager of Concha y Toro UK, said: "This news vindicates our strategy of investing in our brands to achieve sustainable growth. By focusing on where our strengths are, we've seen sustained double-digit growth in both volume and value, covering all price points from EDLP up to the premium segment.

"Casillero is a brilliant example of this investment in action - as we speak the latest instalment of the 'Wine Legend' ad has aired across the Sky Movies network of channels, and thanks to improved distribution and feature, the brand now enjoys its highest ever household penetration figure.

"But the most encouraging aspect of these results is that all our major brands were in growth in 2015. And we're not stopping there: we have some great ambitions for 2016 and beyond. We believe that with the skills that we have in the business and our market leading brands, we're in good shape for further growth."

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