Concha y Toro "breaks with convention" with Jacked

Concha y Toro has revealed its new premium innovation concept, Jacked, which “breaks from convention” in order to reach a younger adult audience. The launch also marks the first in a raft of NPD for the UK market from the company.

Jacked has been launched to focus on consumers aged 22 to 29 who currently shop within spirits, premium ciders and beers.

The first variants under this brand name will be Jacked Sauvignon Blanc with Ginger and Jacked Rose with Lychee, both in a 50cl format. Both are 12.5% abv.

Clare Griffiths, commercial director at Concha y Toro, said: “The wine category has reached maturity in its lifecycle, and it is time to reinvigorate to stimulate growth. We have carried out extensive research, including our largest ever consumer survey, which allowed us to map consumer behaviour and identify the opportunities in the category. Jacked is the first to market of a raft of new innovations we will be launching here in the UK.”

Preety Johl, senior customer marketing manager at CyT, said: “With its bold, exciting flavours and unique ‘tear away’ packaging, Jacked is about a total brand experience. Flavoured wines are performing strongly versus the general wine market, and over a third of people trying them are in the key under-45 group.

“Jacked’s natural flavours appeal to this younger adult audience, while its 50cl format will suit many people for whom the reluctance to open a whole 75cl bottle is a major factor currently putting them off the world of wine. The label with its unique ‘tear away’ also creates real standout on shelf.

“We don’t want the consumer to feel constricted by existing convention. If they want to serve it in a highball glass with a garnish – that’s great. The concept is all about individualism.”

Jacked already has listings with Tesco. There will be in-store sampling and other events in key cities across the UK through October.

The range of aromatised wine-based drinks are based on wines sourced from Chile, enhanced with natural flavours such as ginger and lychee.

The wines will be priced at £5 per 50cl bottle. 

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