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Casillero del Diablo now a Top 5 Wine Brand

Tue 09 Jul 2019

Casillero del Diablo now a Top 5 Wine Brand

Casillero del Diablo has risen to #5 in the Top Wine Brands, with 52-week sales of £139.9 Million. The brand, for several years now Chile’s best-selling wine brand in the UK, has grabbed the #5 spot in the latest Nielsen sales data just released.*

Casillero now accounts for more than one in every four bottles of Chilean wine sold in the UK.** Unusually its sales are not concentrated on one SKU – while its Reserva Cabernet Sauvignon is the leading branded Cabernet in the UK, Casillero also sells large volumes of Sauvignon Blanc, Chardonnay, Merlot and Malbec. Casillero del Diablo Reserva Especial Cabernet Sauvignon, launched in 2018, has already added £1.4 million of retail sales over the same period.

Concha y Toro UK Commercial Director Clare Griffiths says

“This is a landmark achievement for our leading brand. Thanks to continued strong investment in Casillero, with our partnership with Sky Cinema now in its fifth year, and an unstinting dedication to wine quality, more wine shoppers than ever are enjoying ‘the wine from the Devil’s cellar’. It’s especially pleasing to see our premium tiers adding value to the category.“

*Nielsen, Total Market, 52w 15.6.19

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