Concha y Toro’s TR range comes to HK
Concha y Toro’s new travel retail range is being rolled out in Hong Kong in partnership with Duty Zero by CDF.
Running from May to July, the ‘Devil’s Journey’ activation will be in place at Hong Kong international airport, a location Concha y Toro said was “key” to driving the Casillero del Diablo brand in Asia.
Diego Baeza, global travel retail & duty free director at Viña Concha y Toro, said: “The Route of Cabernet Sauvignon continues its journey across travel retail locations. Duty Zero at Hong Kong is a key location for us; it’s where we launched 1000 Stories first in Asia last year.
“It also counts among the top destinations for Chinese travellers, and with Cabernet Sauvignon being the number one wine varietal in China, Casillero del Diablo is in the perfect location to unlock more opportunities to grow the South American wine category in the channel.”
Scott Hamilton, Head of Liquor Category Management, at Lagardère Travel Retail, added: “The new travel retail exclusive range from Casillero del Diablo is a great story with an engaging launch platform – a combination that drives home our goal of reigniting the wine category with excitement and differentiation.
“Tapping into the potential of South American wines in travel retail with Concha y Toro continues to diversify our wine offering, providing more value and variety for our consumers, and we’re excited about what the future holds for this partnership.”
Concha y Toro announced the new range in March this year. Dubbed ‘The Route of Cabernet Sauvignon’, the range features three Cabernets from different regions in Chile.