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Chilled Pinot Noir: Cono Sur targets Summer red wine sales with heat-changing label

Wed 29 May 2019

Chilled Pinot Noir: Cono Sur targets Summer red wine sales with heat-changing label
  • Packaging innovation shows the perfect temperature for a chilled glass of Pinot Noir
  • Campaign targets the red wine sales under-trade in warmer summers like 2018
  • IWSC Chilean Winery of the Year with huge consumer campaign
  • Cono Sur’s Bicicleta range growing at 19% year on year in total UK market*

Viña Cono Sur, the winery famed for its award-winning quality, innovation and sustainability credentials is launching a major product innovation to create a new occasion for its red wine during the summer months.

A thermochromic label on the latest 2018 vintage will show consumers the perfect temperature for a cool glass of Pinot Noir to bring out the wine’s refreshing fruitiness. The famous bicycle on the label of Bicicleta Pinot Noir turns blue when the wine is perfectly chilled.

Licence to Chill

The new campaign is designed to dispel the myth that red wine can’t be enjoyed in warm summer months. James Hick, Cono Sur Marketing Manager in the UK, says:

“Some savvy wine drinkers already know how enjoyable lighter red wines can be out of the fridge in warm weather – we’re aiming to spread that message to the whole country via this campaign. We want to give UK wine shoppers a “Licence to Chill”!

“It’s an easy-to-understand, fun and engaging label that you can see working in your hands, while focusing wine shoppers’ attention to our famous bicycle,  Cono Sur workers’ way of travelling around the vineyards in Chile.”

Over half a million bottles of Bicicleta Pinot Noir 2018 will feature the thermochromic label.

 

@CYT_UK
Chilled red for summer - @thetimes has the lowdown https://t.co/NbOMmHICJM including of course our fabulous @conosurwines Bicicleta Pinot

by CyT 18th June 2019

@CYT_UK
RT @LanchesterWines: We love a chilled red - another great campaign from @cyt_uk - Cono Sur launches chilled Pinot Noir campaign https://t.…

by CyT 31st May 2019

@CYT_UK

Read all about @conosurwines latest innovation - a thermochromic label to achieve the perfect chill on your Pinot Noir this summer - via @teamdb https://t.co/bFtrPrbhec

by CyT 29th May 2019

@CYT_UK
RT @richardsiddle: Great Day 2 @londonwinefair #Innovationzone talks varied as data; wellness; finance; psychology of selling; convenience;…

by CyT 26th May 2019

@CYT_UK
Stock your chiller for summer - great recommendations for retailers from @AsianTrader including @CasilleroDiablo @ConoSurWines @TriventoUK https://t.co/GiTLS6TUMZ

by CyT 24th May 2019

@CYT_UK
RT @TalkingRetail: Concha y Toro unveils wine spritzer brand https://t.co/tMZJSfRMfU #retail #wine @conchaytoro

by CyT 16th May 2019

@CYT_UK
RT @Priyanka_NT: Last night at the launch of Ojos with @CyT_UK 😝 Read more about it in the next issue of @ThisIsRN https://t.co/DMK2CkhXYC

by CyT 16th May 2019

News
Concha y Toro launches O'jos - a new wine spritzer brand

by CyT 7th May 2019

@CYT_UK
RT @lisalyngsaa: Concha gears up to join ‘wine in can’ category - Harpers Wine & Spirit Trade News https://t.co/7y6wQGBrSD @CyT_UK @Lanches…

by CyT 4th May 2019

@CYT_UK
Looking for the perfect wines for Easter? @PlanetVictoria has some excellent choices including @conosurwines "fantastic" Bicicleta Viognier https://t.co/xFyNOvp4J1 @telegraph https://t.co/SvDUS4MQJO

by CyT 21st April 2019

@CYT_UK
Happy Malbec World Day - we're celebrating with the UK's #1 selling Malbec from @trivento https://t.co/zWYadOI0rE https://t.co/xSHCPZP5f8

by CyT 17th April 2019

News
Concha y Toro tiers drive value growth

by CyT 9th April 2019

@CYT_UK
RT @Augusta2015: Excellent customer service from Kay Hornby at @CyT_UK !

by CyT 9th April 2019

@CYT_UK
RT @FarmShop_Deli: This is the red wine for people who don't drink red wine says @TheWineTipster - sample some at #FSD2019 Live right now h…

by CyT 8th April 2019

@CYT_UK
One story today which is happily not an April fool is that of @CyT_UK premium tiers over delivering on value growth - good news all round - via @HarpersWine https://t.co/4HQ1Yk0N6v https://t.co/uqRkawZtiq

by CyT 1st April 2019

@CYT_UK

So happy to bring news that Marcelo Papa, Technical Director @conchaytoro has been named 'Winemaker of the Year' by @timatkin in his new Chile Report. Read all about it https://t.co/mZ365jhKPM https://t.co/LD0mIZoU9K

by CyT 22nd March 2019