CyT sales top over $1 billion for the first time

By Erin Smith

Published: 15 April, 2015

Concha y Toro announced sales grew 22.6% overall and increased 16.9% in the UK for its financial year-end 2014.

The company sold 33.2 million cases in 2014 totalling US$1.018 billion for the first time in its history. Concha y Toro is the fourth largest wine company in the world by volume.

Last year marked a turn around for Concha y Toro, which saw sales slowing for the last three years.

The company's UK business saw sales increase 16.9% compared to 2013, selling 6.5 million 9-litre cases.

Simon Doyle, Concha y Toro UK general manager, said: "We're pleased with the progress and success we've had since the launch of our new strategy almost 18 months ago. However, clear opportunities for further development mean that we remain focused on building our brands to lead further sustainable growth within the UK market."

Sales growth in the UK was driven primarily by the growth of the Trivento and Cono Sur brands.

Both brands had sponsorships with major sporting events that were held in the UK last year, which appear to have paid off.

Trivento saw sales increase an impressive 60% over 2014. CyT UK last year signed a deal to be the official sponsor of the rugby Premiership in the UK which helped boost sales. Equally the brand has benefited from the growth of Argentinian wines in the UK as well.

Cono Sur had success in the off-trade channel and grew by 34% in 2014. Cono Sur's Bicicleta range sponsored the Tour de France in three stretches of the competition in its passage through the UK helping to increase brand visibility.

Globally sales increased due to improved direct marketing to consumer in specific markets as a result of strengthened relationships with subsidiaries, according to a statement released by CyT.

The statement said: "The positive results of 2014 were largely due to the strengthening of its overseas subsidiaries, managing to directly participate in 66% of the marketing of its wines. This business strategy ultimately allows the company to be closer to consumers in each market, and understanding their needs and requirements, positioning its brands, creating value in different product categories, and strengthening the Holding's portfolio of multiple origins."

The company's flagship brand Casillero del Diablo also had a record breaking year with sales growth hitting 17.4% for 2014, topping sales of over 4.4 million cases world wide.

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