- Premium California wine inspired by the aromatic sensory experience of perfume blending and focused on the female wine shopper
- Beautiful bespoke bottle hand-dipped in sealing wax
- Lighter styles of rosé showing significant UK growth
“The sensory freshness of Adorada embodies a huge shift towards lighter and more premium rosés, and away from the sweeter, darker pink White Zinfandels of the past 10 years.”
James Hick, Senior Brand Manager, Concha y Toro UK
Eau de California
Concha y Toro UK are delighted to announce the launch of a new and exciting addition to the premium rosé category. Adorada (meaning “adored” in Spanish) has been inspired by the aromatic sensory experience of perfume blending. Adorada Winemaker Margaret Leonardi says:
“We crafted this rosé to exhibit the evocative floral aromas usually associated with fragrant perfume.”
Adorada is aimed to appeal to female wine consumers with its unique bottle design, featuring a hand-dipped wax seal, evoking an aesthetic more akin to high-fashion than the traditional wine aisle, and adding a sense of luxury to the opening of the bottle.
Wine style and bottle design creating standout
As Senior Brand Manager James Hick explains:
“Premium, light-coloured rosé is enjoying a fantastic period of growth, with Provence redefining the Rosé category thanks in part to a range of unique bottle shapes and premium design. Adorada embodies this trend perfectly, offering discerning shoppers an aromatic, elegant and light rosé in sophisticated and beautifully-styled packaging.”
Rosé continues to grow versus the whole wine category; Rosé as a category grew by £13.6 million in UK value sales last year* - and this is before the recent heatwave which will have accelerated this growth.
Sweeter and darker-pink styles such as California White Zinfandel however are in sharp decline, whereas Provence – the epitome of the lighter style of rosé, is in strong growth. Concha y Toro recently successfully relaunched its Casillero del Diablo Rosé with a lighter blend featuring Cinsault, and in a striking painted bottle. This has seen sales rise more than 75% over the 3 months since its relaunch. **
Driving value in the category
Adorada’s debut is part of Concha y Toro UK’s strategy for focusing on the premium wine sector as a major value growth opportunity, following their launches for 1000 Stories Bourbon Barrel-fermented Zinfandel and Diablo Dark Red which also offer differentiated, premium wines to UK shoppers.
Adorada Rosé is launched on September 3rd and will be available in Tesco, Booths, Budgens, and via Ocado and Amazon. Recommended retail price is £12 for 75cl.
*Nielsen Value, 52w 24.3.18
**Casillero del Diablo Reserva Rosé, Nielsen 12w 11.08.18
For more information please visit www.adoradawines.com