Casillero del Diablo renews Sky partnership


Casillero del Diablo, the No.1 Chilean wine brand in the UK, has announced the renewal of its long-running media partnership with Sky Cinema.

The wine brand, the number-four wine brand in this country and currently enjoying 26 per cent value growth (approaching £200 Million in the latest 52 week data) along with its highest ever household penetration figure of 11 per cent, has partnered with Sky since 2015.

“The partnership has worked hard to create an ‘owned’ wine drinking occasion,” says Clare Griffiths, Commercial Director at Concha y Toro UK, “emphasising our wine as the perfect partner to enjoy with a film at home and helping shoppers recognise Casillero when in the wine aisle.”

Sarah Jones, Director of Planning at Sky Media, said “We’re delighted that Casillero have extended their partnership for a further two years and will continue to sponsor the UK’s best-loved films. From their cinematic sponsorship creative to their in-store activations, Casillero have worked tirelessly to cement their association with the magic of movies on Sky, and in renewing their sponsorship, have become our longest-standing cross-channel movie sponsor.”

The ongoing partnership features sponsorship idents across the Sky Cinema genre channels, Movies24 & Movies24+, Sony Movies, Sony Movies Classic, Sony Movies Action, as well as across Sky On Demand and Sky Go. Over the next 24 months the sponsorship is projected to reach over 75 per cent of all ABC1 adults in the UK.

With Sky’s Video On Demand platforms continuing to see year-on-year increases in movie-viewing, Casillero’s affiliation with cinematic films is expected to strengthen.