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Treasury loses Jon Rosenthal to Concha y Toro

Published:  05 November, 2014

Concha y Toro UK has hired Jon Rosenthal from Treasury Wine Estates to take on the newly-created role of sales director.

Concha y Toro UK has hired Jon Rosenthal from Treasury Wine Estates to take on the newly-created role of sales director.

Following its recent strategic review, CyT UK decided to introduce the role of sales director, responsible for co-ordinating all on its business across each trade channel.

cYtJon Rosenthal joins CyT from Treasury

Rosenthal has been with Treasury since 2008, and his most recent role there was as business controller of the impulse market. Prior to that he worked for Red Bull and Scottish & Newcastle pub operator.

General manager Simon Doyle said: "We're pushing on well with our strategic goals, focusing on building key brands with our most important customers in every sales channel. To ensure we retain absolute focus we identified a need for an overarching sales director role. I'm very pleased to welcome Jon to Concha y Toro, and I'm confident he will bring rigour, insight and energy to the business and help us in our long term ambitions."

He described Rosenthal's appointment "the final piece of our senior commercial team structure". Clare Griffiths joined from Accolade to lead its marketing function, Andy Gale from Tesco to head up new business development and Jim Elliot became account director for Tesco.

Rosenthal said: "We have an ambitious but achievable vision and are already making great progress with our plan. CyT UK's clear portfolio prioritisation, improving customer focus and investment in marketing our 'hero' wines is where I believe we will really add value for our key partners in the marketplace and enhance category value".

Last week the Chilean firm's Casillero del Diablo brand entered the UK's Top 10 wine brands list for the first time as sales grew 35% year on year. Nielsen figures for total off-trade sales for still wine to October 11, 2014, show Casillero has sold 1.1 million 9 litre cases, valued at £81.2 million, putting the Chilean brand ahead of Lindemans and Wolf Blass for the first time.

The UK group has focused heavily on marketing this year, with a 20% increased spend on key brands, including its successful Wine Legends campaign.

CyT UK imports, distributes and promotes wines from Chile, Argentina and the US, including: Casillero del Diablo, Cono Sur, Trivento, Fetzer / Bonterra,  Isla Negra, Frontera,  Marques de Casa Concha and Vina Maipo.