Cono Sur brand given a makeover

Concha y Toro has overhauled the packaging for its Cono Sur Bicicleta range as it prepares to launch the brand’s biggest ever marketing drive.

The labels feature an embossed bicycle, which pays tribute to estate workers that travel around the carbon neutral vineyard on two wheels.

Senior brand manager James Hick said: “The stand-out, premium new look is the first stage of our biggest-ever marketing drive for Cono Sur, as we focus on continuing to grow the brand. There’s lots more exciting news to come in 2018.”

“When we talk to wine shoppers they often refer fondly to Cono Sur Bicicleta as ‘the wine with the bicycle on’, and when they learn why the bicycle is such a central part of our story, they really engage with Cono Sur’s sustainable philosophy and careful attention to detail when crafting our unique wines. It’s a point of difference for consumers looking to trade-up.

“The embossing really helps the bottles stand out on shelf and reinforces the quality feel which this brand is all about. This is the start of our biggest-ever marketing drive for Cono Sur, as we focus on continuing to grow the brand. There’s lots more exciting news to come in 2018.”

Bicicleta Pinot Noir is the UK’s best-selling Pinot Noir, with sales up 10% by value in the to almost £9.6 million in the UK in the past year (Nielsen, year to January 2018).  Bicicleta Viognier also up 18% by value worth to £3.4 million in UK sales.

The range has an rrp of £7.49.

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