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Chilean wine hits the spot with convenience shoppers

Published:  27 February, 2017

The convenience channel has posted a near 20% leap in sales in an overall flat UK category.

In the past year, Chilean wines sold from convenience stores were up 19.9% to £167m, according to new IRI data (52 w/e 28 January 2017), with the tipple now accounting for 2.5 million nine litre cases - up from 2 million a year ago.

The impressive growth can in part be attributed to Concha y Toro's Casillero del Diablo brand, which posted a 41% hike in sales for the same period [IRI].

The success of Chile, alongside Argentina and New Zealand, underlined consumer preference for wines from the New World with the "quality assurance of brands" behind them, said Concha y Toro GM Simon Doyle, adding the buoyant sector provided plenty of scope for further growth.

To keep the momentum going Concha y Toro - Chile's largest brand owner and exporter to the UK - would continue to invest in its brands, he said.

The strong convenience performance of Chilean wine comes at time of flat UK sales of the drink - it lies at seventh overall position in the off-trade and fifth in the on-trade with value sales up 3% and 1% respectively during 2016 (Nielsen and CGA).

At a recent meeting in Santiago with Harpers, Asia's export director for Concha y Toro Cristian López said Chile needed to "simplify the message" but that its diversity made it difficult.