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Casillero del Diablo unveils premium tier

Published:  11 April, 2018

Casillero del Diablo has added a premium tier to its wine range to champion less well known Chilean regions.

Reserva Especial Cabernet Sauvignon from Cauquenes region is the first to market in the UK. Rolling out into 600 Tesco stores from next week, the tipple comes with a £10 price tag.

The aim of the launch was to “champion regions in Chile which people perhaps don’t know so well”, said winemaker Marcelo Papa, who has overseen the Chilean wine brand for more than 15 years.

“I have been working in Cauquenes for some time and am convinced it is one of Chile’s best areas for Cabernet Sauvignon,” he said.

The newcomer joins Casillero del Diablo Reserva Cabernet Sauvignon on shelf, which brand owner Concha y Toro claims to be the best selling Cabernet Sauvignon in the UK.

The latest launch would help drive value in the wine category and give shoppers the “reassurance they want when they’re looking to spend a little more”, said brand manager, Natashe Erlandson,adding with Casillero Reserva Cabernet Sauvignon well-established as the UK’s top Cabernet, now was the perfect time to launch “another world-beating” wine.

In the past year, sales of Casillero del Diablo were up 10% in value with sales of over 2 million x 9 ltr cases, according to Nielsen (52 w/e to 24 February, 2018).