Casillero del Diablo has become the fifth-biggest wine brand in the UK, with sales value up 20.7 per cent for the year ending February 27, and an increase in sales volume of 24.6 per cent to 1.4 million nine-litre cases.
At £6.16, the Concha y Toro product has the highest per-bottle price of any of the top-ten-selling wines in Britain. Its sales during the 12 months in question generated £105.8 million.
The brand credits the success partially to a successful advertising venture launched with Sky Movies. Concha y Toro’s head of communications for the UK, Ben Smith, told The Drinks Business, "We’re delighted to see continued, sustained and substantial value and volume growth from our ‘super hero’ Casillero del Diablo.
"A year since we began our partnership with Sky Movies, and with a new 'Wine Legend' ad campaign, our ongoing investment in the brand is showing real results against a tough market background."
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here
