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1000 Stories Bourbon Barrel Aged Zinfandel arrives in UK

by CyT UK, 08.05.2018


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  • UK debut for premium California Zinfandel innovatively aged in bourbon barrels, crafted in small batches by legendary Winemaker Bob Blue
  • Positioned in the Premium Still Wine (>£10) category, the only segment seeing all shopper measures (value, volume, frequency of purchase) in growth in UK*
  • Broad appeal, and aimed towards urban male wine drinkers with a focus on nuanced flavours – seen in craft beer, spirits and premium mixers
  • Aiming to emulate phenomenal success of the brand in USA

Concha y Toro UK is very pleased to announce the UK launch of 1000 Stories, a premium Zinfandel from California aged in bourbon barrels.

Blending Tradition and Innovation
Winemaker Bob Blue explains;
Years ago, when I was just starting out as a winemaker, it was almost unheard of to get French oak wine barrels – and American oak barrels were for whiskey, not wine. But we still needed barrels to age our wine, so we purchased new and used bourbon barrels. Today, American and French oak wine barrels are commonplace, so the inspiration for 1000 Stories is a nod to the way things were.”
 
Senior Brand Manager for California James Hick says
“We’re very excited to launch this unique and very premium proposition. Reaction to the story and the flavour of 1000 stories has been incredibly positive. In the US, sales have gone from 5,000 cases to over 120,000 in only 5 years.”
 
Blurring the Lines
Hick explains the strategy of 1000 Stories;
“We’re launching in the only category where all shopper measures (penetration, frequency, volume per trip, average price per unit, total households) are in growth: the £10 and above category. There’s also been a real blurring of lines in the drinks category – with combinations like vodka and cider, whiskey and tequila and even ‘craft’ wine making an impact. By giving the shopper a clear added benefit – the bourbon barrel ageing – we’re enticing them to trade up in quality terms. Premiumisation is a big deal in wine, but California has been off the pace; 1000 Stories looks to offer consumers and retailers something special. It also means we’re appealing to both red wine drinkers and premium spirits drinkers.”