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Lower strength Chileno Ros to hit shelves

Published:  18 January, 2007

The 2007 vintage of Chileno's Merlot Ros (RRP 4.99) will hit the UK shelves next month with a new, lower ABV of 12%.

PLB asked brand co-owners Via Ventisquero to reduce the wine's alcohol content having identified a rising consumer trend towards a lighter, fruitier style of Ros wine.

"When we looked at the Ross currently on-shelf, we discovered the majority of wines from other countries sit at the sought-after lower ABV of between 9.5 and 12%, while those from Chile averaged around 13%," explains PLB's Claire Summersby. "The Ros category offers such great potential currently - it experienced a volume sales increase of 31%* in the UK last year - that we needed to take all necessary steps to give consumers exactly what they want."

Headed up by Felipe Tosso Bruna, Vina Ventisquero's winemaking team achieved this lower ABV by adapting certain vineyard practices in the lead up to the 2007 vintage. The harvest was brought forward by around three weeks (to 20th March) and only grapes from blocks planted on an east to west orientation were picked. Here, the sun passed over rather than around the vines which - combined with careful canopy management - maximised the amount of shadow on the fruit. This lowered the sugar levels in the grapes while maintaining the desired fresh acidity and fruit-driven character.

With its vibrant personality and reputation for over-delivering at its price point, it is Chileno's consistent quality which has taken it to the position of number six Chilean brand in the UK multiple grocers** since its launch in 2002.

*AC Nielsen w/e 3.11.07

**AC Nielsen w/e 29.12.07

Source: PLB and Via Ventisquero