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Concha y Toro unveils new look for on-trade portfolio

Published:  15 June, 2018

Concha y Toro has unveiled a new look for its on-trade exclusive CyT branded house wines and Mountain Range premium-house option.

Designed to increase their appeal among younger adult drinkers, the updated ranges feature colouful labels alongside colour coded capsules intorduced to make them easier to identify when stocked in the wine rack, and redesigned outers to make them easier to identify in the cellar.

In addition the labels have been given a premium twist, with the Mountain Range featuring silver foil detail.

The overhaul formed part of the South American producer’s renewed focus on the on-trade using an insight-driven approach, said GM Simon Doyle.

“We are using the same insight-driven approach which we’ve had success with in retail to match our wines to the consumers. There is a huge appetite for good value wines at the right price points, and these new-look ranges will be supported to help drive more value into the category,” he said.

The updated ranges are available now alongside Concha y Toro's on-trade exclusive Trivento Tribu and Private Selection Malbecs.

Chile as an origin continues to grow in the UK, and is forecast to be the second largest wine origin by 2021, according to IWSR Vinexpo Report 2011-21.