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Concha y Toro to bolster spending on Isla Negra and Casillero brands

Published:  20 January, 2014

Concha y Toro plans to "disproportionately" increase spending on its Isla Negra and Casillero del Diablo brands as part of a five year growth plan.

Following a review, the UK arm of the global wine company has developed a strategy to maximise growth over the next five years. Aside from the focus on Isla Negra and Casillero del Diablo, the firm is also planning new product development from California, to meet what it has identified as a gap in the US category. It will also totally relaunch Frontera, which is currently the bestselling Chilean wine range in the world.

Simon Doyle, UK general manager, said: "After more than 12 years of successful  organic growth, both the team here in the UK and the board in Chile recognised that the UK strategy was ripe for review, in order to maximise the potential of our brands in this, the biggest export market globally for Concha y Toro.

"This plan is focused on aligning the business behind our priority brands to grow distribution, sales and household penetration. As part of this, we are disproportionately increasing brand spend on key brands such as Casillero del Diablo and Isla Negra. We are fortunate enough to have several brands which are already in significant growth - Cono Sur for example at 23% showing the greatest growth amongst the Top 10 Chilean brands in the UK, and Trivento from Argentina spearheading the major sales success of Malbec in this country. A cornerstone of our strategy is to accelerate the growth ambitions of these."

CyT(UK) recently appointed Clare Griffiths as marketing director along with a number of other key appointments and Doyle said it now has the resources to "drive brand growth across our entire portfolio".

"It's a very exciting time for us here, and whilst we recognise that the UK remains a challenging market, we're confident that our plans can deliver substantial growth in both volume and value to our customers and for the company as a whole," Doyle added.

Concha y Toro's other brands Casillero del Diablo, Cono Sur, Trivento, Fetzer/Bonterra,  Isla Negra, Frontera, Sunrise, Marques de Casa Concha and Vina Maipo.