Casillero de Diablo first Chilean brand to break into UK's top five best selling off-trade wines
Chilean Casillero de Diablo has become one of the top selling wine brands in the UK, leapfrogging rival Blossom Hill according to new Neilsen data.
Total sales of Casillero del Diablo in the off-trade reached £139.9 million in value in the 12 months to 15 June 2019, representing an 11.6% incrase and indicating that the preumisation trend is making itself felt in the Chilean wine category.
Over the same period, sales of Blossom Hill fell by -8.8% in value. The Chilean label can now lay its claim to being one of the UK’s top selling wines, along with a list dominated by three Australian brands and one from California.
The best-selling wine brand in UK retail is currently Hardys, which is owned by the Carlyle Group. Snapping at their heels is Barefoot Wine, part of the Ernest & Julio Gallo stable since 2005.
Coming in third place is McGuigan, followed by Yellowtail in fourth. The promotion of Casillero del Diablo to the Nielsen list marks the first time a Chilean brand has occupied a spot in the Top 5. Owned by Concha y Toro, Casillero del Diablo’s Reserva Cabernet Sauvignon is the UK’s top-selling brand of that varietal.
Total Concha y Toro UK sales rose 13.2% in value over the same 52 week period leading to June 2019. In addition, Casillero del Diablo boasts the highest average bottle price of £6.51 per 75cl of any of the Top 5 wine brands.
“This is a landmark achievement for our leading brand,” said Concha y Toro UK Commercial Director Clare Griffiths. “Thanks to continued strong investment in Casillero, with our partnership with Sky Cinema now in its fifth year, and an unstinting dedication to wine quality, more wine shoppers than ever are enjoying ‘the wine from the Devil’s cellar’. It’s especially pleasing to see our premium tiers adding value to the category.”
The top five wine brands in the UK off-trade this year are:
- Hardy
- Barefoot
- McGuigan
- Yellowtail
- Casillero del Diablo