Cono Sur

Concha Y Toro has given its Cono Sur Bicicleta range a new bottle, designed to play up the brand’s premium credentials.

Embossed with the Bicicleta bicycle logo, the pack will hit shelves from April as a “tribute to the workers on the Cono Sur estate who travel around the vineyard by bike” according to Concha Y Toro.

The update would herald the start of an “ambitious” marketing drive, added the brand, although it did not reveal what form further activity would take.

The move would “help the bottles stand out on shelf and reinforces the quality feel this brand is all about” said Cono Sur senior brand manager James Hick.