Casillero del Diablo add 50cl bottles to its portfolio

Published: 07 August, 2009

For those who are consuming and spending less in the recession, and responsible drinking at the forefront of the trade debate, Casillero del Diablo has launched a range of 50cl bottles to its portfolio.

For those who are consuming and spending less in the recession and responsible drinking at the forefront of the trade debate, Casillero del Diablo has launched a range of 50cl bottles to its portfolio.

At an RRP of £4.99 the smaller bottles are targeted at the multiple and convenience channels as well as the on-trade 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. On the back of responsible drinking campaigns the smaller format is designed to be ideal for two to share, and allows customers to 'top up' their wine purchasing.

Casillero del Diablo's aim is to target 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, comments, "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."

Printer friendly version