SANTIAGO, Chile, March 17, 2014 /PRNewswire/ -- Concha y Toro's flagship brand Casillero del Diablo, was awarded second place as the World's Most Admired Wine Brand in a comprehensive survey made by the prestigious British magazine Drinks International. The brand rose to this outstanding position and appears for the first time in the 2014 ranking following a change in methodology used for this year's survey, which chose to analyze specifically those brands associated with a product. Beating historic wines like Chateau Margaux, Louis Latour, Petrus or Mouton Rothschild, Casillero del Diablo also becomes the top South American wine brand.
"The brand reaches a wide range of consumers in terms of age and nationality. On the one hand, the style of the wine and its communication appeals to the young, but also connects with more traditional consumers through its legend and more classical packaging. And it is the best example of how Concha y Toro manages to transform a local brand into one of a more global character, today present in 135 countries," says Sebastian Aguirre, Casillero del Diablo Marketing Manager.
The judges who voted in this edition praised the brand for its "consistency and credible quality, created since its origins and becoming a benchmark for the industry". Lorena Deaconu, oenologist and member of the Academy, explained that her vote recognized "the good expression of the variety and terroir, well structured and balanced, constant quality and reasonably priced".
The group of experts comprising the jury quadrupled its representatives for this year (200), among them masters of wines, advisers, oenologists, wine writers, buyers, educators and analysts.
About Casillero del Diablo:
- Casillero del Diablo produced an outstanding performance in 2013, with global sales of 3.8 million cases and 12.2% growth. The company has been investing heavily and has gained market share in the UK, Brazil, Mexico, Chile and the United States.
About Drinks International
- Drinks International is a publication established in 1972. It is the only magazine dedicated exclusively to the international markets for wine, spirits and beer. It provides useful information for its readers concerning news and recent developments of projects and trends in the global drinks industry.
SOURCE Concha y Toro