Casillero del Diablo launches new premium tier
Casillero del Diablo has launched a new premium tier, which aims to “champion regions in Chile which people don’t know so well”.
The first of these new Reserva Especial wines will be a Cabernet Sauvignon from the Cauquenes region, priced at £10 rrp.
Winemaker Marcelo Papa, who has overseen the Casillero del Diablo wine brand - part of the Concha y Toro stable - for more than 15 years, said: “We want to champion regions in Chile which people perhaps don’t know so well. I have been working in Cauquenes for some time and am convinced it is one of Chile’s best areas for Cabernet Sauvignon.”
Brand manager, Natasha Erlandson, said: “Casillero del Diablo continues to be a hugely successful wine brand, with two million case sales annually in the UK, and the highest bottle price of any of the Top nine wine brands. With the premium category (£8 and above) the only one in positive growth against all shopper measures, and Casillero Reserva Cabernet Sauvignon well-established as the UK’s number one Cabernet, now is the perfect time to launch another world-beating wine from this trusted brand. It will help drive value in the wine category and give shoppers the reassurance they want when they are looking to spend a little more.”
Chile continues to grow sales for its wines in the UK with sales up 6% by value for the 52 weeks to 24 February 2018, according to Nielsen.