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Casillero del Diablo launches Hallowine campaign

by CyT UK, 06.09.2017

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Casillero del Diablo, the UK’s Number 1 Chilean wine brand, is rolling out a campaign to support its branding as ‘The Official Wine of Hallowine’.
As well as a huge array of instore promotions and support materials, a unique experiential event will be held on Halloween itself (31st October) in Shoreditch in London. Consumers winning tickets to the event via social media will be treated to themed tastings and the evening culminate in a screening of an iconic (and suitably scary) movie. 
In recent years, the double celebrations of Halloween and Bonfire Night have become huge growth drivers for the beers, wines and spirits category in both convenience and major multiples. Recent figures suggest just over half of shoppers are planning to buy BWS at Halloween, and this figure increases to 75% for Bonfire Night. 

Casillero del Diablo brand manager Natasha Erlandson says:
“October and November are huge months for Casillero – its brand story makes it the perfect wine for Halloween and Bonfire celebrations, and we’re really upping the promotional activity this year, including a great social media campaign, and hosting an experiential event which we hope people will talk about long afterwards.”

Casillero del Diablo is the UK’s number 1 Chilean wine brand with sales of over £121 million. It is a Top 10 wine brand and has the highest average price of any wine in the UK Top 10.*

*IRI Reports, 52 weeks ending 22.7.2017