Football is a global sport with a greater following than any political movement or religion (probably). According to Statista, more than a billion people tuned in to watch the 2018 FIFA World Cup Final. The official beer partner of that tournament, held in Russia, was Budweiser, and its bold American iconography could be seen the world over.
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The talk among Chile’s firmament of terroir-focused wineries is of site selection, with many smaller brands promoting sub-zones and regionality, emphasising the superior quality of cool-climate vineyards such as Lo Abarca in San Antonio or Los Morros in Maipo. Proponents of this approach have long argued that terroir creates added value, encouraging consumers to leap into premium styles.
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Casillero del Diablo, Concha y Toro’s (CyT) flagship brand, is looking to nab a greater share of the Sauvignon Blanc pie with the launch of a premium coastal wine from Colchagua’s Ucuquer vineyard.
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Casillero del Diablo, the UK’s leading Chilean wine brand known for its punchy reds, is launching a new consumer campaign to drive awareness of the “seasonality and great quality” of its white wines.
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Concha y Toro has revealed the UK was one of its “strongest” performing export markets during 2020 with sales volume up 23%, boosted by top performing brands Casillero del Diablo, Trivento Reserve and Cono Sur Bicicleta.
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Concha y Tora has expanded its Casillero del Diablo brand with a Spanish Tempranillo from Cariñena.
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Concha y Toro (CyT) has announced a £1.8m TV push for Casillero del Diablo, its biggest brand.
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Consumers have come to expect value from Chilean wine, says James Lawrence, so how can they be encouraged to trade up?
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Australia and Chile have once again topped Wine Intelligence’s list of the world’s power brands, with Yellow Tail and Casillero del Diablo holding onto their spots in first and second place for the third year in a row.
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Concha y Toro is celebrating a burst of successful trading in Russia and Eastern Europe via its distribution partner, Roust – with hints of further expansion in the near future.
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Chilean producer Concha y Toro (CyT) has put in place a new premium-focused strategy designed to double the company’s operating margins by 2020, coupled with the aim of boosting sales of its brands at £10 and above.
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Marcelo Papa has been appointed technical director of South American wine behemoth Concha y Toro.
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Leading Chilean brand Casillero del Diablo is building on its links with the silver screen for a new series of cinema events.
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