Concha y Toro UK is to roll out new and revamped brands and increase its marketing spend on “hero” brands Casillero del Diablo and Isla Negra, it has revealed to The Grocer.

Following a strategic review and strengthening of the senior management team, it was launching a new five-year plan for growth, said Simon Doyle, general manager of the Chilean wine giant’s UK arm, CyT UK. “We are focusing our efforts on our hero wines as well as next-generation products that we feel have enormous potential,” he said.

New wines include the Bel Arbor range from Californian supplier Fetzer launching this spring. CyT hopes the range, which comprises a chardonnay, rosé and zinfandel aimed at younger consumers, will drive value back into the overall US category, which is down 2.8% by value on volumes down 7.1% [Nielsen 52 w/e 12 October 2013].

Spring will also see a major revamp of the Frontera brand to increase its appeal to young, affluent consumers. The brand is to move away from a traditional look to a more trendy, graphic style inspired by Chilean folk poetry.

Cono Sur, meanwhile, is set to benefit from marketing initiatives focusing on the Bicicleta sub-brand and CyT will also look to accelerate growth in Argentinian brand Trivento.

The moves follow a strong year for CyT. Isla Negra had grown 5.1% to £94.9m, while Casillero del Diablo has risen 11.4% to £59m [Nielsen 52 w/e 7 December 2013]. The latter had benefited from the Wine Legends marketing and the addition of another tier in the new Devil’s Collection lines, said Doyle.

Last month, CyT UK commercial manager Nicola Hale took on the new role of business strategy director and Clare Griffiths joined from Accolade Wines as marketing director.

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