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Concha y Toro UK celebrates a happy Christmas

Concha y Toro UK celebrates a happy Christmas
Andy Marino
By Andy MarinoJan 26, 2021
Andy Marino
Andy was born in London just in time to see England win the World Cup, and much later began his career in academia, gaining a PhD in American Literature and lecturing at several universities, including Maryland and Gothenburg in Sweden, and pursuing a sideline in sheep-farming before moving back to London and becoming a literary agent and TV documentary-maker (working for various broadcasters and making series such as the BBC’s Monsoon Railway, set in Bengal). He has written several biographies, including the Second World War story American Pimpernel, and became the official biographer of India’s Prime Minister (then Chief Minister of Gujarat) publishing Narendra Modi, a Political Biography (Harper Collins). Andy joined Asian Media Group in 2018, his first “proper” job, and has been there ever since, believing that, while trade journalism might not save the world, it might just save journalism.
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Trivento, Concha y Toro’s Argentinean wine brand, led the charge as the company delivered outstanding UK growth figures over the 12-week period to 2nd January 2021. Concha y Toro UK sales grew by £27 million in this period, the greatest absolute value growth of any wine supplier in this market.1

Nielsen data revealed that over the 12 weeks to 2/1/21, Trivento entered the Top 10 branded light wines for the first time.1 Growing at 74 per cent year on year, in 52-week value data it currently sits in 11th place, up from 18th a year ago2, and sold over 1 million x 9 ltr cases in the calendar year.3

Trivento was one of three Concha y Toro brands in the Christmas Top 10, alongside Casillero del Diablo, which was fourth, and Isla Negra tenth.1

The unprecedented trading situation during 2020 translated into an unparalleled year for many off-trade brands, with all the Top 10 wine brands showing in value growth at year end.1

“We’re obviously delighted to be reporting these figures after the challenges of last year. It’s particularly encouraging given that we have even more exciting marketing plans for each of the brands this year, as we look to consolidate growth that has been driven by changes in shopper behaviour in 2020 due to the pandemic,” said Clare Griffiths, Commercial Director at Concha y Toro UK

Household penetration figures for Casillero del Diablo and Trivento also hit record levels for the brands, at 11 per cent and 7 per cent respectively.4

Trivento Marketing Manager Preety Johl revealed the brand has plenty more to come in 2021.

“We are so pleased with the stellar performance of Trivento, backed by strong investment, and it has enabled us to build ever more ambitious marketing plans for the coming year.”

The company will release more details of marketing focuses in the coming weeks.

  1. Nielsen Scantrack, Total Coverage value sales, 12 weeks to 2.1.2021. Branded wine rankings exclude the performance of Private Label
  2. Nielsen Scantrack, Total Coverage value sales, 52 weeks to 2.1.2021 Branded wine rankings exclude the performance of Private Label
  3. Nielsen Scantrack, Total Coverage volume sales, 52 weeks to 2.1.2021. Branded wine rankings exclude the performance of Private Label
  4. Kantar Worldpanel, 27.12.20
clare griffithsconcha y torotrivento

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