Summary
- Top Chilean brand’s latest launch taps into fast-growing red blend category
- Jammy Red Devil goes live in from 3 November in Cash & Carry across the UK
- Promotional activity includes a tie up with ‘Red Devils’ Manchester United
Casillero del Diablo, the UK’s leading Chilean wine brand and the #3 Top Ten wine brand by value is delighted to announce the launch of a brand-new wine, Jammy Red Devil. This smooth, easy to drink, elegant red blend from ‘the Devil’s cellar’ – rich with ripe, blackcurrant, raspberry ripple and vanilla flavours – brings signature Casillero del Diablo quality to the sweeter red wine style.
Fast growing category
The "jammy" red blend category of sweeter styled reds has grown, from almost a standing start a few years ago, to now be worth over £200 Million in retail sales value.
“Casillero del Diablo is one of the UK’s most trusted and loved wine brands, and our shoppers have been telling us that they’d like to see a ‘jammy’ wine in the range,” said Brands Controller at VCT Europe, Claire Raine. “Interestingly, this fruity, sweeter style over-indexes with both the under-30s and over-60s, so it has a dual appeal.
“As Casillero del Diablo famously means ‘the Devil’s Cellar’, the name ‘Jammy Red Devil’ was always going to be the only choice for this new, sophisticated, sweet offering. And, given our 15-year partnership with Manchester United, the original Red Devils, we felt a tie up was the perfect way to celebrate the launch of our latest wine.”
A blend of Shiraz and Carmenere, Jammy Red Devil launches on November 3 in Cash & Carry across the entire Unitas and Bestway group.