Concha y Toro, Chile’s leading winemaker, has announced a packaging makeover and two new varietals for its most popular brand, Frontera. A new, more elegant label design reflects the brand’s theme of exploring Chile’s new wine frontier; and, in response to consumer demand, a rich Cabernet Sauvignon and a dry Rosé are being introduced to round out the line’s portfolio. The new label will roll out nationwide this April, while the Cabernet Sauvignon and Rosé will be available at retailers in April and May respectively.

“Frontera has been embraced by wine lovers nationwide,” said James Mariani, family proprietor of Banfi Vintners. “The new label emphasizes the frontier spirit of Chilean winemaking but also celebrates the proud heritage of Concha y Toro.”
The tapered label features a bright watercolor landscape of vineyards and Andes foothills along with a new Frontera script logo. The Concha y Toro heritage is emphasized by stylish treatment of its logo at the foot of the label as well as capsule imprints of the shell-and-bull logo—the family surname Concha y Toro literally translates to “Shell and Bull.”

The new Cabernet Sauvignon, with dark-fruit flavors and a hint of oak, and Rosé, a wine with delicate fruit flavors and a crisp finish, join the Frontera lineup of varietal wines, which includes a Merlot, Carménère, Sauvignon Blanc, Chardonnay, Shiraz, and a Cabernet Sauvignon/Merlot blend. “The new varietals appeal to the wide base of loyal Frontera fans, but also attract new comers to the line,” said Mr. Mariani. “The Rosé in particular is dry but has enough fruit to appeal to White Zinfandel lovers, and rounds out a selection for restaurants that use Frontera as their house offering.” Frontera retails for about $6 for the 750ml bottle and $10 for the magnum.

Concha y Toro remains the leading Chilean wine sold in the U.S., and the #2 overall import. In addition to Frontera, Concha y Toro produces the popular Xplorador and Casillero del Diablo lines, the premium Marques de Casa Concha and Terrunyo lines, the prestige Amelia Chardonnay, and Don Melchor, deemed by many as one of the world’s premiere Cabernet Sauvignons.