Chilean wine major Viña Concha y Toro has launched a wine range targeting young and “time-poor” adults in the UK.
The Out of Office range, which targets 25- to 34-year-olds, is being launched by the group’s European arm, exclusively in the convenience channel
In a statement, the group’s European business VCT Europe said it had “drawn on consumer research showing that time-poor consumers are often discouraged by the wine aisle, which they perceive as overcrowded”. The range includes three SKUs: a Sauvignon Blanc, a Rosé and a Merlot, each with a RSP of £9 ($12). Each of the wines are produced in Chile and bottled in the UK.
Reflecting on the launch, Heather Jones, senior brand manager at Concha y Toro’s UK business, said: “Younger consumers are still drinking wine – but they’re more selective. They’re curious, open to discovery, and willing to spend more when the proposition feels relevant, modern, and worth their time. We wanted to deliver a brand that makes wine an easy, approachable choice. “A key occasion for wine drinkers is relaxation and unwinding – moments of switching off and recharging, and Out of Office is a fun, light-hearted brand that clearly communicates the occasion directly on the bottle.” The Out of Office range will debut in the UK in 300 Bargain Booze stores on 25 May.