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Relaunch and new name for Chileno brand

Published:  05 August, 2008

Top 10 Chilean off-trade brand Chileno is to be relaunched as Chilano - the first in a series of moves to capitalise and build on the brand's popularity in changing market conditions.

Chilano is co-owned by PLB and leading Chilean producer Viña Ventisquero.

The seven varietal and dual varietal wines, RRP £5.99, will sport new packaging developed on the back of extensive Consumer research.

"In truth, the brand had become a bit tired," explains Marketing Manager Amanda Walker. "Chilano has built a reputation for over-delivering at its price point, so we need the exterior of the bottle to have the same high quality feel as the wine inside.

The research carried out enabled us to identify what consumers are really looking for at the £5.99 price point, and the redesigned packaging delivers on this," she concludes.

Clean and classic for a more premium and traditional look, the new Chilano labels have been designed to communicate the wines' provenance and credentials at first glance.

The recognized Aztec-patterned 'C'-shaped logo has been incorporated into the main label underneath the varietal and country of origin details and there is now a description of where the grapes come from. Specific region and vintage information is given in a smaller, separate label and Chilano branded screwcaps complete the look.

A joint venture between PLB and Viña Ventisquero (currently one of the largest Chilean wine exporters to the UK), Chilano was conceived to become the Chilean brand for the UK Off-Trade.

Winemaking is overseen by Felipe Tosso and the company has vineyards based in five of Chile's top sites - Trinidad and Tantehue in the Maipo Valley, Peralillo and Apalta in the Rapel Valley and Casablanca.

Chilano is the Number 6 Chilean brand in the UK multiple sector, according to AC Neilsen figures for the week ending 17 May 2008.