Chile's Casillero del Diablo enters UK's Top 10 wine brands for first time

By Gemma McKenna

Chilean wine giant Concha y Toro's Casillero del Diablo has entered the UK's Top 10 wine brand for the first time as sales have grown 35% year on year.

Chilean wine giant Concha y Toro's Casillero del Diablo has entered the UK's Top 10 wine brand for the first time as sales have grown 35% year on year.

Nielsen figures for total off-trade sales for still wine to October 11, 2014, show Casillero has sold 1.1 million 9 litre cases, valued at £81.2 million, putting the Chilean brand ahead of Lindemans and Wolf Blass for the first time.

According to the figures, it has grown 35.2% year on year, and is the only brand in the Top 10 in double digit positive growth. Its average bottle price of £6.33 is also the highest in the Top 10.

This year the brand has invested heavily in its Wine Legend campaign, across TV, digital and in-store activation. The campaign won the Best Consumer Campaign at Harpers Awards earlier this year.

Casillero del Diablo has seen 35.2% sales growth this yearCasillero del Diablo's Wine Legend UK Tour launched on July 10 and the double decker bus, which is also a pop-up bar and cinema, aimed to reach 1 million UK consumers. The marketing investmetnt looks to have paid dividends.

Clare Griffiths, marketing director at Concha y Toro UK, said: "This is a major achievement for Casillero del Diablo which we are all very proud of. We will continue to build on this success by driving value sales of the brand with our customers and engaging with our consumers."

In January this year, CyT UK's general manager Simon Doyle, told Harpers.co.uk it was increasing its marketing budget by 20% in the UK. "After more than 12 years of successful organic growth, both the team here in the UK and the board in Chile recognised that the UK strategy was ripe for review, in order to maximise the potential of our brands in this, the biggest export market globally for Concha y Toro.

"This plan is focused on aligning the business behind our priority brands to grow distribution, sales and household penetration. As part of this, we are disproportionately increasing brand spend on key brands such as Casillero del Diablo and Isla Negra."

Total stil wine sales for total off-trade, 52 weeks to 11 October 2014, Nielsen

Value Sales Volume Sales MAT LY MAT TY % Change MAT LY MAT TY % Change Total Still Wine - Total Off-Trade £5,426.7m £5,445.1m 0.3% 87.6m 9L 84.6m 9L -3.4% Hardy's £286.1m £302.6m 5.8% 1 4.7m 9L 4.8m 9L 1.9% Blossom Hill £249.0m £241.7m -2.9% 2 4.0m 9L 3.8m 9L -4.8% Echo Falls £159.7m £166.2m 4.1% 3 2.7m 9L 2.7m 9L 3.0% Gallo £127.4m £119.2m -6.4% 4 2.0m 9L 1.8m 9L -9.7% Isla Negra £97.6m £96.3m -1.3% 5 1.7m 9L 1.6m 9L -4.6% McGuigan £96.2m £94.4m -1.9% 6 1.5m 9L 1.5m 9L -3.4% Jacob's Creek £103.0m £90.5m -12.1% 7 1.4m 9L 1.2m 9L -14.0% Kumala £79.9m £86.8m 8.6% 8 1.3m 9L 1.4m 9L 7.5% Casillero del Diablo £60.1m £81.2m 35.2% 9 0.8m 9L 1.1m 9L 30.1% Lindemans £79.8m £80.3m 0.6% 10 1.2m 9L 1.3m 9L 1.1%