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Excelsior Plans Major Innovation And Expansion For Concha y Toro Range In 2014

January 2, 2014

Excelsior Wine Co., the U.S. marketing venture between Banfi Vintners and Concha y Toro, has reported strong growth across the portfolio for 2013 and is planning a number of major new initiatives for 2014.

Within the Excelsior stable, Concha y Toro flagship Casillero del Diablo saw U.S. volumes grow by about 4% in 2013 to approach 400,000 cases. In Nielsen data for the 26 weeks ending November 19, Casillero del Diablo sales increased by 24.5%.

Excelsior president Marc Goodrich tells SND that Casillero del Diablo will undergo some major changes in 2014. “We’ll be expanding Casillero next year into a multi-tiered brand, offering high-quality, value-driven wines at a growing range of price points,” Goodrich says.

Elsewhere in the Excelsior portfolio, a new label called Devil’s Collection, created by winemaker Marcelo Papa, will launch in June featuring a red and white blend and retailing at $13 a 750-ml. And in the fourth quarter of 2014, Excelsior will introduce a new luxury signature Cabernet called Leyenda (Spanish for “Legend”) at a suggested retail price of $80.

Goodrich also noted that Argentine wine brand Trivento performed well in 2013 and has been generating impressive critical praise, including some new 90+ scores in Wine Spectator. In May, Excelsior will add a new Argentine brand called Decopas, that will target millennial consumers. Decopas literally means “by the glass” but is also a colloquial Argentine expression used when inviting friends out for a drink. Produced by Trivento, the brand will include two varietals—Malbec and Sauvignon Blanc—and will retail at around $9.

Concha y Toro’s biggest Chilean wine brand, Frontera, is projected to deplete 2.45 million cases this year, up 2% from 2012. In March, Excelsior will launch a new, millennial-focused extension called Frontera Specialties, which will include a red blend as well as two relatively unknown varietals, Pedro Jimenez and Pais. Frontera Specialities will retail at $8, with packaging aimed at younger consumers.

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