Concha y Toro has launched a new upmarket Californian rosé brand.
Called Adorada, the wine is made with a blend of red Californian grape varieties, giving it “alluring scents of spice and ginger, intermingled with strawberry and antique red rose aromas” and is being targeted largely at women (rsp: £12/75cl).
Bottles feature a hand-dipped wax seal, which Concha said evoked “an aesthetic more akin to high fashion than the traditional wine aisle” and added “a sense of luxury to the bottle”.
It rolled out this week into Tesco, Booths, Budgens, Ocado and Amazon.
It’s the latest in a series of posher releases from the Casillero del Diablo owner.
Since April it has launched 1,000 Stories, an £18 Californian red aged in bourbon barrels, and Diablo, a £15 ‘dark red’ spinoff to its flagship Casillero range, in the UK in an effort to draw in younger consumers and capitalise on the craft beer and spirits boom.
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