Concha y Toro are delighted to announce the launch of O’jos, a new wine spritzer brand from the vibrant heart of Chile.
O’jos is a blend of Chilean wine with natural flavours added to further enhance the light and refreshing nature of the drink, but without masking the delicate taste of the wine – all carefully blended by expert winemakers.
O’jos is launched in two flavours, Rosé Spritz, delicately flavoured with Cranberry and Pink Peppercorn; and Chardonnay Spritz, lightly flavoured with Rose and Raspberry.
Meaning ‘eyes’ in Spanish, O’jos celebrates the Chilean tradition of looking into each other’s eyes when toasting friendship with a drink. Both O’jos flavours come in at only 5.5% ABV, and under 133 calories per can.
Market-driven innovation
O’jos was developed in response to the need for innovation in the wine category. As Concha y Toro UK Commercial Director Clare Griffiths explains,
“Following our largest ever usage and attitudes (U&A) survey in 2017, we identified several occasions where wine under-performed versus total alcohol, and there was an opportunity to target a new audience. O’jos was developed in response to this and is the result of careful and detailed research – we’ve taken quite a bit of time to make sure the product meets these needs and adds value to the category.”
Concept testing ensured a very clear brief for the new drink – it had to be natural, and close to the core ingredients. At the same time, O’jos is produced by a wine company so it was essential that people could taste the wine.
Launching in cans
O’jos is launched in 250ml cans in response to consumer research and retailer feedback. This makes it perfect to be enjoyed on any occasion; festivals, picnics, and barbeques, or simply as a refreshing drink at home with friends.
O’jos is available from mid-May 2019 in major retailers and convenience suppliers across the UK. It is supported by a major PR and sampling campaign.
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