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Excelsior Wines Revamps Chile’s Frontera To Target Millennials

July 27, 2016

Excelsior Wines, a partnership between Concha y Toro and Banfi Vintners, has overhauled its Frontera wine brand in a bid to capture the attention of the 21-34-year-old demographic. This fall, Excelsior is reintroducing Frontera’s 750-ml. series as “Frontera After Dark,” and will debut new “Night Harvest” blends made from grapes harvested at night in cooler temperatures.

New wines will include a semi-sweet Moonlight White Moscato blend and After Midnight Red, a Cabernet Sauvignon-Syrah mix with a touch of Merlot (both $6 a 750-ml.). The Frontera After Dark labels feature a black background and depiction of the Andes Mountains. Additionally, Frontera After Dark white varietals and Pinot Noir bottles will move to a twist-off closure, while other reds will remain under cork.

Frontera’s 1.5-liter range ($12) is also getting a makeover, which will launch this summer. According to Impact Databank, the Concha y Toro-owned Frontera brand slipped 3.6% in the U.S. last year to 2.3 million cases. —Kimberly Tharel

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