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Diablo partners with The Traitors: Live Experience

Diablo

The new Diablo partnership with The Traitors: Live Experience brings together brand engagement and immersive entertainment.

Image: Concha y Toro
Andy Marino
By Andy MarinoSep 10, 2026
Andy Marino
Andy was born in London just in time to see England win the World Cup, and much later began his career in academia, gaining a PhD in American Literature and lecturing at several universities, including Maryland and Gothenburg in Sweden, and pursuing a sideline in sheep-farming before moving back to London and becoming a literary agent and TV documentary-maker (working for various broadcasters and making series such as the BBC’s Monsoon Railway, set in Bengal). He has written several biographies, including the Second World War story American Pimpernel, and became the official biographer of India’s Prime Minister (then Chief Minister of Gujarat) publishing Narendra Modi, a Political Biography (Harper Collins). Andy joined Asian Media Group in 2018, his first “proper” job, and has been there ever since, believing that, while trade journalism might not save the world, it might just save journalism.
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  • Premium Chilean wine brand is exclusive wine partner for official live game of TV phenomenon
  • The partnership brings together two brands built around mystery, intrigue and memorable shared experiences

Chilean wine brand Diablo has announced a new partnership with The Traitors: Live Experience from September 2026. The 18-month partnership will bring Diablo to thousands of adults playing The Traitors in real life at one of the UK’s most talked-about immersive entertainment experiences.

The Traitors: Live Experience is the official live game inspired by the hit psychological reality series. Hosted at its Covent Garden venue, the two-hour experience invites groups of players to take their seats at the Round Table, complete missions, form alliances and uncover the Traitors hidden among the Faithful.

Diablo wines will be available at The Traitors: Live Experience in London’s Covent Garden, with guests able to enjoy a selection of wines as part of their visit.

From 28 September, guests can also discover the newly-unveiled Diablo Red Room – an intimate, specially designed post-experience space to raise a glass, share suspicions and relive the betrayals around The Round Table. The wider Diablo takeover will include branded touches and a dedicated photo opportunity, extending the experience beyond the game itself.

The partnership will also be supported in store, with point-of-sale materials highlighting the collaboration and thousands of traitorous themed prizes available to win, including interactive games, merchandise including Traitors cloaks, and tickets to The Traitors: Live Experience.

“We’re thrilled to announce this new partnership," said Brand Manager Chloe Simm. "It was really important for us to find the right partner for Diablo, and we believe The Traitors: Live Experience is the perfect fit. Both brands are built around mystery, intrigue and memorable experiences, making this a natural and exciting collaboration.”

Image: Concha y Toro





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