Concha y Toro relaunches Frontera in to the UK focusing on Chilean heritage

By Gemma McKenna

Published: 20 February, 2014

Concha y Toro's Frontera is being relaunched in the UK next month with labels linked to the wine's natural heritage and Chilean folk poetry.

Each bottle has a handcrafted label, featuring black and white illustrations and calligraphy highlighting the brand's 'Grapes with Magical Roots' message.

The labels tell the grapes' story through Chilean printed folk poetry 'lira popular' which dates from the 19th century and was famed for images like the ones on Frontera's new labels.

Rachel Herrig, Concha y Toro, commercial marketing manager said: "We are re-launching Frontera into the UK wine trade to reflect the importance of this brand on a global scale. New labelling will raise awareness of the genuine Chilean heritage which the brand taps into and the fun personality of the product, making it stand out as an exciting affordable wine. The decision to re-launch was based on the brand's accessibility to consumers at a competitive price point delivering excellent quality wine at a value for money retail price."

The Frontera range will initially be going in to Tesco and Asda with a RRP of £6.99. It will be launching a rosé and Chardonnay wine to the range in 2014.

Frontera Sauvignon Blanc

Recently CyT(UK)'s general manager Simon Doyle told harpers.co.uk that the firm was upping its investment in the UK by 20% to retain market share. This will involve a renewed focus on flagship brand Casillero del Diablo as well as a new strategy on mid-level pricing. "There's an opportunity for Chile to establish itself at the mid-price range if £5 to £6. It needs a strong brand at everyday regular pricing. Frontera has the right credentials to play that role, where Blossom Hill sits for California."

Doyle said it would use good quality varietals but softer styles with "much more engaging packaging" for Frontera. "We'll over-invest in that to compete. People have tried it before but they haven't played the long game."

Frontera will launch in four varietals in March 2014: Merlot, Cabernet Sauvignon. Sauvignon Blanc and Pinot Grigio, which will have an rrp of £6.99.

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