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Undurraga Introduces Wines That Are All About U

Wines of Chile member, Viña Undurraga, introduces “U,” a brand new extension to complement its already diverse and well-established portfolio of wines. Scheduled to release to retailers this fall, “U” boasts new packaging and value pricing at $9.99 SRP, targeted toward the social consumer.

Undurraga “U” will offer four different wines—all estate grown—from various regions in Chile: Sauvignon Blanc and Pinot Noir from the Maipo Valley, Cabernet Sauvignon from Rapel, and a white blend of Chardonnay-Riesling from the Central Valley. Advertising and promotional materials will feature taglines such as: “It’s all about U!” and “It all starts with U!”

“Undurraga created ‘U’ to begin a reinvigoration of its classic brand,” says Debbie Lane, President of Testa Wine, importer of Undurraga wines. “With the fun, eye-catching packaging and the overall lighthearted approach to the brand, we aim to reach an audience who enjoys fine wine at a great price, without the old wine codes.”

With a history dating back to 1885, Don Francisco Undurraga founded Viña Undurraga using plants he personally brought over in lead capsules from Germany and France. The entrepreneur became one of the leading pioneers of winemaking in Chile and by 1903 Viña Undurraga became the 1st Chilean winery to export to the U.S.

“U” will be targeted toward independent off-premise stores in the Northern region of the U.S., and to chain stores in the Southern U.S., with hopes of national distribution in the future.