Concha y Toro brings Chilean wines to Changi in world-exclusive launch

By Charlotte Turner |

Concha-y-Toro-Casillero-del-Diablo-launch-Changi-leadFor the month of April Viña Concha y Toro S.A, aka Concha y Toro, partnered with DFS Group to launch the travel retail exclusive Casillero del Diablo Route of Cabernet Sauvignon as a world-first exclusive at Singapore Changi Airport; one month prior to a global travel retail roll-out.

 

The Route of Cabernet Sauvignon range comprises three bottles sourced from three Chilean wine valleys; Maule, Rapel and Maipo. The wines are being showcased through a series of activations, ‘taking travellers on a journey through these valleys to the Devil’s Cellar in Pirque, where the Casillero del Diablo legend began’, says Concha y Toro.

 

Philip Sancto, Regional Commercial Director, Asia Pacific at Viña Concha y Toro, says of the brand’s success: “Sales of Casillero del Diablo have almost doubled in the last three years in Asia’s domestic markets.

 

“South American wines have huge demand in this region, but are dramatically underrepresented in the travel retail channel. DFS has been instrumental in unlocking this market opportunity with us, and it’s been a pleasure working with them to bring our first travel retail exclusive range to life.”

 

Frederik Vanden Bulcke, Director Merchandising, Spirits, Wine & Champagne, DFS Group, adds: “DFS is proud to partner with Concha y Toro in launching this exclusive range of wines, accompanied by engaging and disruptive activations at Changi Airport.

 

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“Changi is the perfect launchpad, and we’re very excited about rolling out the concept with DFS and other travel retailers in the coming months,” says Diego Baeza, Global Travel Retail & Duty Free Director at Viña Concha y Toro.

EDUCATION THROUGH GAMIFICATION

“We are excited to debut this compelling combination to Changi’s discerning travellers, offering them even more opportunities to choose from the best wines and spirits during their travels.”

 

The launch activation features across all four of Changi’s terminals in both Departures and Arrivals stores, inviting travellers to taste their way through Chile’s wine regions through The Route of Cabernet Sauvignon range, and providing wine education through gamification.

 

The activations and promotional areas feature elements of slate, iron gates and brickwork, reminiscent of both the old cellar in Pirque and the ‘underworld home of its fabled protector’, says the company.

 

“Folklore maintains that Casillero del Diablo wines are guarded by the devil, stemming from a rumour spread by Don Melchor de Concha y Toro, founder of Viña Concha y Toro, to discourage pilferage from his cellar more than 130 years ago,” adds Concha y Toro.

 

Inspired by the legend, the Changi Departures Hall activations feature an interactive wire loop game. Players use a wand to race against the clock, navigating the wine valleys of the Route of Cabernet Sauvignon to the Casillero del Diablo wine cellar.

 

‘BOLD AND DISRUPTIVE’ TALE

In Changi Terminal 4 Viña Concha y Toro is running a Route of Cabernet Sauvignon pop-up event pod until the end of June. Casillero del Diablo becomes the first wine brand to take over this space, showcasing a giant version of the game and a sampling station for travellers.

 

Nani Mulet, Head of Marketing, Asia Pacific at Viña Concha y Toro, commented: “No longer should wine be the poor relation to spirits in store. Our Route of Cabernet Sauvignon story is being shared in a bold and disruptive way.

 

“Through gamification, we are creatively guiding consumers through the valleys to make them true experts of both Chilean Cabernet Sauvignon and the legend of Casillero del Diablo. Travellers are clearly drawn to the passion that our brand holds. They are receiving a total experience and walking away with exceptional wines that can’t be found anywhere else.”

 

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Sales of Casillero del Diablo have almost doubled in the last three years in Asia’s domestic markets, says Concha y Toro.

 

Diego Baeza, Global Travel Retail & Duty Free Director at Viña Concha y Toro adds: “Being a relative newcomer to travel retail gave Concha y Toro the perfect opportunity to take a fresh perspective. Thanks to efforts led by our Asia Pacific team, we have delivered a truly unique proposition from Chile’s number one wine brand, Casillero del Diablo. DFS has matched our enthusiasm for the project and have been immensely supportive in its implementation.

 

“Changi is the perfect launchpad, and we’re very excited about rolling out the concept with DFS and other travel retailers in the coming months.”

 

In addition to the travel retail exclusive range, the activation will feature Casillero del Diablo’s Limited Edition Leyenda Cabernet Sauvignon, the ‘icon’ wine of the range. ‘Leyenda’ – which translates to ‘legend’ – has been sourced from Pirque in the heart of the Maipo Valley.

 

To complement their wine purchases, shoppers will be given a set of coasters detailing the valleys and their terroirs when they buy any bottle from the range.

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