Concha y Toro has boosted its Casillero del Diablo spin-off, Diablo, with a new upmarket Diablo Black wine.
The wine, a cabernet sauvignon from Chile’s Maule Valley, is billed as a “statement brand” for “shoppers who are looking for something a little more unique and interesting to spend their money on” (rsp: £10/750ml).
It “boasts captivating notes of black fruit that intermingle with elegant touches of dark chocolate”, said Concha y Toro. It has rolled into Asda.
The first Diablo wine launched in 2018, sitting alongside Concha’s flagship Casillero brand, with Concha setting its sights on ”the millennial group – people who are searching for experiences and something unique rather than shopping by varietal”.
Concha said the brand, whose concept references the devil, was now worth approximately £3m in value, with volumes up “a very appropriate” 666% [Nielsen 52 w/e 18 April 2020].
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