Chilano launches entry-level range

Written by Claire Weekes

Friday, 05 September 2008

Vibrant Chilean brand Chilano is set to provide some much-needed cheer in today's economic doom and gloom with the introduction of a new £3.99 entry-level range. The Chilano ‘Generics' trio has been created to extend both the brand's appeal and its existing Consumer base and will be unveiled at September's Wines of Chile tasting.

"Chilano owes its *Top 10 Off-Trade position to the fact that its wines consistently over-deliver at their price points and the Chilano ‘Generics' range will be no exception," comments PLB's Marketing Manager Amanda Walker.

She continues, "Our customers have been clamouring for a brand capable of responding to today's market demands and that offers Consumers great value in these tough times. We've listened to what they want and have created the Chilano ‘Generics' - a range of quality-driven wines at an affordable price point."

Sitting below the Varietal range currently on the market, the red, white and rosé wines in the Chilano ‘Generics' tier have been designed to appeal to the Consumer looking to keep wine as one of their shopping essentials, albeit within a tighter budget. The well-known ‘C'-shaped logo still has pride of place on the front label and brief tasting notes are given highlighting the ‘mellow', ‘refreshing' or ‘crisp' fruit flavours of each wine. "There's a definite hierarchy of information between the two tiers which allows Consumers to build their confidence with the brand and trade-up to the higher level," explains Walker.

A joint venture between PLB and Viña Ventisquero (currently one of the largest Chilean wine exporters to the UK), Chilano was conceived to become the Chilean brand for the UK Off-Trade. Contact PLB on 01342 318282.

*Chilano is the Number 6 Chilean brand in the UK Multiple sector, AC Nielsen MAT to w/e 17.05.08