Latest wine from fast-growing wine brand hits UK shelves in May
Diablo, the ‘disobediently good’ wine brand which has been bringing new shoppers into the wine category, is delighted to announce the launch of a brand-new wine. Diablo Velvet Merlot is the latest striking creation to hit UK retail shelves, launching in May in Morrisons stores nationwide.
The Diablo wine brand, first launched in 2019, has been growing at a phenomenal rate in the UK, +18% by value in the past 52 weeks*. In November it was announced as the Official Wine of The Devil Wears Prada West End show, which saw it served at Elton John’s Gala Dinner supporting his Aids foundation and at the UK launch of the show itself.
Diablo has successfully introduced new wines into its portfolio, with the original Diablo Dark Red being joined by Golden Chardonnay, and most recently Purple Malbec, Volcanic Cabernet and Deep Carmenere, all listed in major multiple grocers.
Diablo is attracting a distinctive younger and more affluent shopper (45% of its shoppers are under 45 versus 14% of shoppers across total still wine**).
Calli O’Brien, Senior Brand Manager for Diablo in the UK, says
“This latest addition to the Diablo stable will no doubt win even more fans for the brand. Its ‘disobediently good’ positioning appeals to a wider audience of younger adult drinkers, and the flavour profiles with such bold eye-catching labels and descriptive names give it a real advantage in the market. Merlot is one of the UK’s favourite grape varieties so we expect plenty of uptake for our Velvet version!”
Phoebe Maclean, Red Wine Buyer at Morrisons, comments
“The Diablo wine range has been very popular with our customers, so we are excited to be first to launch the Diablo Velvet Merlot at Morrisons. As a medium-style red, it perfectly complements our summer BBQ offering on Market Street and we hope our customers will enjoy this new tipple over the coming months in the warmer weather.”
Diablo Velvet Merlot will be on shelf in Morrisons in week commencing 12 May, RRP £10.50.
*NIQ, Total coverage, value 52w to 19.4.25
**Kantar, to 23 Feb 2025
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