Chilean wine brand Chileno has been renamed Chilano as part of a major overhaul of the brand that includes new labelling.

“In truth,the brand had become a bit tired and we wanted to refresh it,” said Amanda Walker, marketing manager at owner PLB.

The new name was chosen by consumer focus groups while the new label design highlights the wine’s Chilean origins. The Aztec-inspired ‘C’ logo remains but has now been incorporated into a new white label, while vintage and regional information has been included on a smaller, separate label.

“We wanted the outside of the bottle to reflect the quality of the wine inside,” PLB’s Walker said. “We undertook a lot of consumer research to discover exactly what people were looking for at the £5.99 price-point and we believe we have delivered that.”

Chilean wine expanded its market share by 15% in volume through the off-trade last year to represent 7.7% of the market [Nielsen, MAT w/e 14 June 08].