Concha y Toro UK continues to explore premium wine sector

Concha y Toro UK is introducing a premium rosé designed to appeal to female wine consumers.

Adorada, which means ‘adored’ in Spanish, has been inspired by the aromatic sensory experience of perfume blending, according to the producer.

Winemaker Margaret Leonardi said: “We crafted this rosé to exhibit the evocative floral aromas usually associated with fragrant perfume.”

Senior brand manager, James Hick, added: “Premium, light-coloured rosé is enjoying a fantastic period of growth, with Provence redefining the Rosé  category thanks in part to a range of unique bottle shapes and premium design. Adorada embodies this trend perfectly, offering discerning shoppers an aromatic, elegant and light rosé in sophisticated and beautifully-styled packaging.”

Rosé continues to grow ahead of the total wine category with growth of £13.6m in UK value sales last year, according to Nielsen (52 w/e 24/03/18). This data pre-dates the 2018 summer heatwave, which will have accelerated this growth further, Nielsen noted.

Sweeter and darker-pink styles such as Californian White Zinfandel are in sharp decline while Provence, the epitome of the lighter style of rosé, is in strong growth.

Concha y Toro recently relaunched its Casillero del Diablo Rosé, a lighter blend featuring Cinsault. This has seen sales rise more than 75% over the three months since its relaunch.

The launch of Adorada is part of CyT UK’s strategy of focusing on the premium wine sector as a major value growth opportunity. It follows the launch of 1000 Stories Bourbon Barrel-fermented Zinfandel and Diablo Dark Red.

Adorada will be available in Tesco, Booths, Budgens and via Ocado and Amazon, with an rrp of £12. 

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