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Chilean power brand for Constellation

Published:  16 September, 2009

Constellation Europe is launching what it hopes will become a Chilean mainstream power brand in both the UK and Europe from October.

Gran Tierra, unveiled at last week's Wines of Chile tasting, is the first wine brand Constellation has rolled out across both the UK and Europe at the first time.

It goes into the impulse and convenience channels from mid-October, but will not be in the multiples until early next year after missing out on their autumn listings.

The brand will have three tiers of wines priced between £3.99 to £5.99. These incluce a Merlot, Sauvignon Blanc and Cabernet Sauvignon Rosé. A Smooth Red and Crisp Whit' form two entry-level blends, and two premium dual blends - Cabernet Sauvignon Carmenere and Chardonnay Viognier.

"Chile only really has Casillero del Diablo as a major wine brand. There is a huge opportunity to offer good quality wines at competitive prices," said David Cunningham, Constellation's vice president for business development. "We came to the Wines of Chile tasting last year to look at the potential, gaps in the market and potential partners," he added.

Constellation believes the brand will reach a growing band of customers looking for more mainstream Chilean wine brands. It points to independent consumer research that shows that whilst 95% of wine drinkers like Chilean wine and 76% would buy more Chilean wine if it were available, only 7% could name a Chilean wine brand unprompted.

Cunningham said Chile, alongside South Africa, currently offers fantastic value for money for wine distributors.

The packaging for Gran Tierra - which translates as Great Land - is centred around the Andes and the Condor, the natural icons of Chile.

Constellation is looking to spend £500,000 on a trade and marketing programme including a neck collar promotion offering 10 day holidays to Chile and 500 cases of Gran Tierra.