Casillero del Diablo: Pedro Pascal is first wine “ambassador”

In the latest development for Chile’s leading wine brand, Casillero del Diablo have announced top Hollywood actor Pedro Pascal as their Global Ambassador.

Pascal will star in the forthcoming instalment of their Wine Legend creative, launching in Autumn 2021.

Concha y Toro’s most famous brand is noted for its striking cinematographic advertising campaigns together with celebrated characters. On this occasion, Pedro Pascal will play a new, mysterious and elusive character linked to the Wine Legend.

Pascal, born in Santiago, Chile, has starred in a number of recent leading movies including The Mandalorian, Wonder Woman 1984, Narcos and Games of Thrones, and is one of Entertainment Weekly’s Entertainers of the Year.

“For Casillero del Diablo, the selection of Pedro Pascal as the new legend is a historic event, as it is the first time that we will have a global brand ambassador. He is a world-famous celebrity who is enjoying an extraordinary moment in his career. He is also originally from Chile, and shares many characteristics with our brand, such as sophistication, reliability and globality, among others”, said Casillero del Diablo Global Marketing Director, Sebastián Aguirre.

The campaign advertisement filmed last week in Santiago and will be launched worldwide  during the second half of the year.

“We are so thrilled with this news, which underlines the ongoing commitment and investment that has been shown in the brand,” said said UK Marketing manager for Casillero del Diablo, Claire Raine. “Storytelling is so important to brand building, and with Casillero currently at its highest ever level of penetration (11.5 per cent) in this country, and with our long-standing partnership with Sky Cinema reinforcing the link with movies and TV, having someone whose profile is as high as Pedro Pascal involved with Casillero del Diablo is amazing news.”

Casillero del Diablo is currently the #4 wine brand by value in the UK, worth over £210m in retail sales value, and growing at +25 per cent year on year (Nielsen IQ, Total Market, Value sales 52w to 24.4.2021)