- First wine produced outside Chile for iconic South American brand
- UK is debut market for new red wine, a partnership with family-run Spanish winery in Cariñena
- Will be supported by out of home and digital campaigns as well as existing Sky partnership
- Casillero del Diablo now delivering over £200M in retail sales value in latest MAT and ranked #4 in Top Ten wine brands by value*
- Tempranillo on shelf from 5 April 2021
Casillero del Diablo, the #1 Chilean wine brand** and part of Concha y Toro, Latin America’s largest wine company, is proud to announce the launch of a Spanish Tempranillo.
It is the first Casillero del Diablo wine to be produced outside Chile, and follows extensive rigorous consumer research and development by Concha y Toro in the UK. It is produced in partnership with Bodegas Ignacio Marín, a leading family-run winery in Cariñena in Northern Spain.
Marcelo Papa, Technical Director at Concha y Toro and who has presided over the winemaking for this #1 brand for over 20 years, says
“We are very excited to welcome this new addition to the range – we saw a real possibility to produce our signature style of authentic, varietal-led approachability, with a Spanish grape variety which is well known and liked in the UK market. I thank my winemaking team and in particular Max Weinlaub who found the perfect partner for this project in Spain and worked hard to produce the exact wine we wanted.”
Clare Griffiths, Commercial Director at Concha y Toro UK who are launching the new wine, says
“Casillero del Diablo has been a phenomenal success, thanks to its fantastic quality, strong branding and consistent levels of marketing investment in recent years. Having identified an opportunity for an established brand to add to the Spanish wine category, we are thrilled to bring this new wine to market and looking forward to seeing how UK wine shoppers take to it.”
Casillero del Diablo Spanish Tempranillo goes on sale in the UK from 5 April, RRP £8.00. It will be supported by a major marketing campaign including out of home and digital advertising as well as via Casillero del Diablo’s existing partnership with Sky TV.
*Nielsen, Total Market, Value sales 52 weeks to 27.2.2021
**Kantar Worldpanel data for the 52 weeks to the 21st February 2021