The Devil’s Seller: Casillero del Diablo Sixth-Biggest Wine Brand In UK
Following Concha y Toro’s acquisition of the prize World’s Most Powerful Wine Brand 2015, awarded by Intangible Business, the independent brand valuation consultancy, the drinks company’s flagship product Casillero del Diablo has become the sixth-biggest wine brand in the UK, TheDrinksBusiness.com reports.
The wine generated off-trade sales (i.e. not including its sales in restaurants, hotels, etc.) in excess of £100 million during 2015, marking a like-for-like improvement of 18.3 per cent, according to IRI statistics.
It also had the largest average bottle spend of the ten most rapidly growing wine brands in Britain.
“This news vindicates our strategy of investing in our brands to achieve sustainable growth,” said Concha y Toro UK general manager, Simon Doyle. “By focusing on where our strengths are, we’ve seen sustained double digit growth in both volume and value, covering all price points from EDLP up to the premium segment.”
© 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.