Concha y Toro has unveiled a fruit-infused wine brand called Chateau Jacked.
It has launched with two variants - Sauvignon Blanc with Ginger and Rosé with Lychee (rsp: £5) - which at 12.5% abv are stronger than many other fruit wines. They have been created to lure younger shoppers from other categories such as spirits and ciders.
Jacked is made with Chilean wine in which fruit extract is blended, and is available in a 50cl bottle rather than the standard 75cl. Both variants rolled into Tesco this week.
The wine category had “reached maturity in its lifecycle” and needed reinvigoration, said Concha y Toro commercial director Clare Griffiths. Jacked was the first in “a raft of new innovations” the Casillero del Diablo owner planned to launch in the UK over coming months, she added.
The 50cl format, meanwhile, would suit those “for whom the reluctance to open a whole 750ml bottle is a major factor currently putting them off the world of wine” said Concha y Toro senior customer marketing manager Preety Johl. “The label with its unique ‘tear away’ also creates real standout on shelf.”
Jacked is the latest in a series of launches from Concha y Toro over the past year. Last week, the supplier unveiled new Californian rosé brand Adorada, which Concha is targeting squarely at female drinkers.
The winemaker has also brought two posher red wines to market since April: 1,000 Stories, an £18 Californian red aged in bourbon barrels, and Diablo, a £15 ‘dark red’ spinoff from Casillero del Diablo.
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