Casillero del Diablo, the #1 Chilean wine brand and part of Concha y Toro, Latin America’s largest wine company, today announced 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.”
“Casillero del Diablo has been a phenomenal success, thanks to its fantastic quality, strong branding and consistent levels of marketing investment in recent years,” says Clare Griffiths, Commercial Director at Concha y Toro UK who are launching the new wine. “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.”
Claire Raine, Marketing Manager for Casillero del Diablo in the UK, added that, “We know that Casillero del Diablo has a strong affinity with more intimate, down-tempo occasions like dinner for two or a relaxing drink after work to unwind. Through qualitative research we identified a consumer need not currently being met by this new origin, but which is Casillero del Diablo’s heartland. I want to thank all the people involved in bringing this complex project to fruition especially in these challenging circumstances.”
Casillero del Diablo is now delivering over £200M in retail sales value in latest MAT and is ranked #4 in Top Ten wine brands by value.
Casillero del Diablo Spanish Tempranillo is available to independents and 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.
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