Viña Concha y Toro partners with Duty Zero by cdf in ‘Devil’s Journey’ activation at Hong Kong Airport

Viña Concha y Toro is collaborating with Duty Zero by cdf to roll out the first travel retail exclusive range from Casillero del Diablo – the Route of Cabernet Sauvignon – in a high-profile ‘Devil’s Journey’ activation at Hong Kong International Airport (HKIA).

Duty Zero is the trading name of the CDF-Lagardère joint venture between China Duty Free Group and Lagardère Travel Retail.

Viña Concha y Toro introduces the Route of Cabernet Sauvignon from Casillero del Diablo at Hong Kong International Airport.

The campaign, which is running across HKIA’s departures and arrivals halls until July, aims to educate travellers on the top Chilean wine through gamification. An interactive Route of Cabernet Sauvignon wire-loop game is featured in the departures hall.

Hong Kong is the second location worldwide to host the Devil’s Journey game, which was showcased at Concha y Toro’s stand during the TFWA Asia Pacific exhibition in May.

The game guides travellers through three Chilean wine valleys – Maule, Rapel and Maipo – to the Devil’s Cellar in Pirque, where the Casillero del Diablo story began.

The Casillero del Diablo trio is exclusive to travel retail.

‘Legend’ Casillero del Diablo Leyenda Cabernet Sauvignon also features in the HKIA campaign.
Viña Concha y Toro Global Travel Retail & Duty Free Director Diego Baeza described Duty Zero at HKIA as a “key location” in the Route of Cabernet Sauvignon’s journey in travel retail.

“It’s where we launched 1000 Stories first in Asia last year. It also counts among the top destinations for Chinese travellers, and with Cabernet Sauvignon being the number one wine varietal in China, Casillero de Diablo is in the perfect location to unlock more opportunities to grow the South American wine category in the channel,” Baeza said.

Lagardère Travel Retail Head of Liquor Category Management Scott Hamilton commented: “The new travel retail exclusive range from Casillero del Diablo is a great story with an engaging launch platform – a combination that drives home our goal of reigniting the wine category with excitement and differentiation.

“Tapping into the potential of South American wines in travel retail with Concha y Toro continues to diversify our wine offering, providing more value and variety for our consumers, and we’re excited about what the future holds for this partnership.”

Maipo, the range’s top tier wine, is aged for 16 months and presented in a gift box. A GWP offer features a set of coasters. Maule is priced at HKD190 (US$25); Rapel at HKD320 (US$40) and Maipo at HKD450 (US$65).

The activations also feature the limited edition Casillero del Diablo Leyenda Cabernet Sauvignon. Leyenda translates to ‘legend’ and has been sourced from the Concha y Toro family’s oldest vineyards in the Maipo Valley. Leyenda is priced at HKD600 (US$75).

As reported, Viña Concha y Toro partnered with DFS Group to launch the Route of Cabernet Sauvignon at Singapore Changi Airport last month.

Click here for an exclusive The Moodie Davitt Report interview with Viña Concha y Toro regarding its plans to lead the way for South American wines in travel retail.

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