Social-first wine brand recognized in annual awards
JOY is bringing new shoppers into the wine aisle
JOY, the new wine brand from Concha y Toro, was recognized in The Grocer Top Product Awards on 18th December.
The Grocer judges said:
“Bright, attractive and distinctly fruity, Joy is Concha y Toro’s bid to convert young adults into wine drinkers. Designed to bring a “vibrant and sassy alternative” to the mainstream wine market, Joy is available in four SKUs – Fruity Rosé, Bright White, Juicy Red and Orange Spritz.”
Brands Controller at Concha y Toro, Claire Raine, says
“We’re really thrilled, as this award comes from a proposition that was grounded in consumer insight, thoroughly researched and then communicated with a plan tailored to appeal specifically to consumers discovering the Joy of wine for the first time.
“Early on in the process, we identified our ‘JOY ambassdors’ and mapped out their interests; what, how and where they consume media, and then built a tone of voice and look that stood out in the wine category to create a brand that acted more like a sprits or cocktail brand than a traditional wine brand.”
New shoppers to the category
Raine adds
“We are creating a brand which will be incremental not just for Concha y Toro but also for the category. It’s really encouraging that anecdotally we’re seeing that a major proportion of people buying JOY are new to the wine category.”
You can see all of The Grocer's Top launches here.
