New Frontera labels reflect Chilean heritage

Chilean wine brand Frontera by Concha y Tora has new fun labels on its Merlot and Pinot Grigio bottles. 

The labels, designed specifically for the UK market, feature a visual poem that outlines the heritage of the wine via the traditional Chilean method of ‘lira popular’ – the printed sheets of poetry in tenths with engraved graphics that circulated in Chile between the mid-nineteenth century and early twentieth.

The Merlot label includes the poem: It was a little blackbird // That gave me my name // Mirlo they called it // beautiful and dark // Two things we share // Along with a joyful song // Grapes with magical roots

Rachel Herrig, Concha y Toro, commercial marketing manager says: “We are hoping that the new visual labelling will raise awareness of the genuine Chilean heritage which the brand taps into and the fun personality of the product, making it stand out as an exciting affordable wine.”

The Frontera range is available from Tesco RRP £5.99.

3 June 2014 - Felicity Murray The Drinks Report, editor