07 Aug 2008


Print	Email

Name change and new look for Chilean wine

Chileno

product launches

wines

by Mike Dennis
Chileno, one of the leading Chilean wines in the UK take-home market, is being re-launched and re-branded as Chilano.

New Chileno Label

The brand, which is
co-owned by UK importer PLB and producer Viña Ventisquero, is being given new-look packaging, which incorporates the Aztec-patterned logo into the main label underneath the varietal and country of origin details.

Chilano comprises seven single and dual varietal wines and the re-launch follows consumer research carried out by PLB.
“In the truth, the brand had become a bit tired,” said PLB marketing manager Amanda Walker.

“Chilano has built a reputation for over-delivering at its price point, so we need the exterior of the bottle to have the same high quality feel as the wine inside,” she said.

“The research carried out enabled us to identify what consumers are really looking for at the £5.99 price point – and the re-designed packaging delivers on this.”

Email this to a friend