CYT’s O’jos wins UK New Product of Year

Concha y Toro is Chile’s largest wine maker and a global category leader.  Their portfolio of brands includes Casillero Del Diabolo, Trivento, Cono Sur, Frontera, Fetzer and super-premiums like Almaviva.  There’s not much the CYT team don’t know about wine.

We were tasked with unlocking a deeper understanding of CYT’s consumers’ needs – and helping them populate a disruptive and differentiated innovation pipeline

We utilised agile insight and ideation tools:

• We set up face-to-face connects in consumers’ homes
• We used data-mapping tools to identify UK wine, beer and spirits drinkers’ unsatisfied need-states
• We then utilised insight-driven brainstorming techniques in creative workshops to inspire the CYT team to generate fresh, new product ideas 
• Our creative team then helped CYT bring their thinking to life and craft their ideas into compelling concepts
• Finally, we quant-tested the most promising concepts and we quickly spotted their winners

In less than 6 months we revolutionised CYT’s perspective on their market, unlocked fresh innovation territories  – and created the springboard for their entry into the innovative wine-spritzer category.

We knew that by targeting CYT’s young, urban, Generation Treaters consumer segment with a fresh and disruptive new product concept like wine spritzers in a can, CYT were going to disrupt the category – and it’s been a real thrill to discover that O’jos Rose and Chardonnay Spritzers have been voted New Products of The Year by 10,000 shoppers in Kantar’s 2020 survey.

This is by no means the first NPOTY Brand Development has played a key part in winning.  So far, we’ve worked with clients on four innovation projects that have gone on to win the prestigious NPOTY award – plus another that was recognised by Nielsen as one of the Top 25 Innovation breakthroughs of 2019!

Surely with such a proven track record – you should shortlist us for your next innovation project?