Record climb for aromatics at Cono Sur

By Jo Gilbert

Published: 01 August, 2016

Chilean wine brand Cono Sur has reported rapid growth in popularity of aromatic-style wine, especially with sales of its Viognier, which has seen 148% growth in sales compared to the same period last year.

In the 12 weeks to June 18, Cono Sur Bicicleta Viognier sold approximately 13,000 of its nine litre cases at a retail value of almost £1 million (IRI Total Off-Trade).

According to the brand, it is now the top selling Viognier in the UK.

Cono Sur marketing manager Dan Featherstone said the growth is down to a growing "taste" among UK consumer for aromatic wines.

"We've seen continual growth in our aromatic wines over the past three years. It's hard to say what's driving it, but I think it reflects a desire of consumers to try something new, where they can say 'I can really taste the apricot or elderflower' in the wine. It might not be to everyone's taste, but it's an experience."

Aromatic wines are wines which usually have stronger tastes and smells and pronounced fruity notes.

Cono Sur Bicicleta Viognier, which retails widely for £7.49, has also seen 29% by volume growth over the longer 52-week period, selling 39,000 nine-litre cases in total - an increase of 9,000 cases year-on-year.

Cono Sur - part of Concha y Toro - has also seen strong growth with its aromatic red Pinot Noir and also Riesling, with Cono Sur Reserva Especial Riesling growing at 538% year-on-year, (IRI Total Off Trade 52 weeks to 18.6.16.)

"Pinot Noir is on the same kind of trajectory as Viognier, but that's been going on for a bit longer. Pinot Noir is growing behind Malbec across the off-trade," Featherstone said.

He added: "We've also seen stunning growth for our Reserva Especial Riesling and at a high average bottle price of over £7. Anyone in the trade will tell you what a tough sell Riesling has been historically. So it looks like aromatic grapes are really on the way up."

Viognier is originally from Northern Rhône and is often blended with Syrah to create a perfumed wine.

It was planted in Chile for the first timein the early 1990s by Cono Sur.

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