Diablo, the disruptive wine brand created by Concha y Toro and attracting a younger and more affluent shopper base, is pleased to announce the start of its first major above the line campaign.
A series of idents featuring the different Diablo wines with the strapline “disobediently good” will air across Sky Cinema, Movies 24 and Great! Channels until 31st December 2023.
Launched in 2018, the brand is now worth £14 Million in retail sales value in the UK, growing at a stunning +52 per cent in the latest 52 weeks. It attracts a younger adult wine shopper than the category average, with 45 per cent of purchasers under the age of 45. In 2022 the brand introduced two new white wines, Crystal Sauvignon Blanc and Golden Chardonnay.
Since its launch, the brand has built up good loyalty, with one in three Diablo purchasers returning to buy again, and its online reviews on the consumer platform Vivino placing it in the top two per cent worldwide.
“We’re very excited to launch our first major ATL campaign for Diablo,” said Diablo Senior Marketing Manager Preety Johl. “The brand is on a strong growth trajectory and with a great influx of fantastic films coming to Sky this year, it’s the perfect audience for us to reach with this dynamic and distinctive brand, the fastest growing in its competitor set.”
Diablo wines available in the UK:
• Diablo Dark Red
• Diablo Black Cabernet Sauvignon
• Diablo Crystal Sauvignon Blanc
• Diablo Golden Chardonnay