Chilano boasts its Generic ambitions

04 September, 2008

PLB's Chilano - the wine formerly known as Chileno - has joined the entry-level wine market with a £3.99 offering.

The Generics trio - red, white and rosť - is to be unveiled at the Wines of Chile trade tasting next week, and will sit below Chilano's existing varietal range.

Marketing manager Amanda Walker said: "Our customers have been clamouring for a brand capable of responding to today's market demands and that offers consumers great value in these tough times. Chilano Generics is a range of quality-driven wines at an affordable price point."

Chilano is a joint venture between PLB and ViŮa Ventisquero, one of the biggest Chilean wine exporters to the UK. It aims to become "the" Chilean brand for the UK off-trade, according to PLB.

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