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CyT premium wines deliver growth

Published:  01 April, 2019

Concha y Toro (CyT) UK has reported “sizeable value growth” from its premium wines.

The Chilean producer said all three of its leading brands – Casillero del Diablo, Cono Sur and Trivento, were in double-digit growth based on the latest 12 week data.

“What we’ve seen additionally is that their premium tiers are over-delivering on value growth compared to their value share. For example, Casillero del Diablo is showing 16% value growth overall, and the new premium Reserva Especial Cabernet Sauvignon, introduced in 2018, has contributed 7% of absolute value growth from a single SKU,” said commercial director Clare Griffiths.

This, she added, was mirrored with Cono Sur, where the Reserva Especial and 20 Barrels tiers together account for roughly 10% of Cono Sur’s value share, but 21% of the value growth in that brand.

Trivento’s Private Reserve Malbec, introduced in 2017, now accounts for 20% of the value growth in the Trivento brand. Private Reserve has grown over 107% versus the same period a year ago, and is outstripping even the brand’s positive value growth of 34.7%.

Meanwhile Casillero del Diablo has hit its highest-ever household penetration figure, according to Kantar Worldpanel, hitting 9.1% penetration.

“Casillero’s penetration is testament to the power of our marketing partnerships in getting our leading brands recognised and trusted by more and more consumers,” said Griffiths.

Last month (March), Harpers revealed a new premium-focused strategy implemented by CyT designed to double the company’s operating margins by 2020, coupled with the aim of boosting sales of its brands at £10 and above.