The campaign is called Casillero del Diablo Wine Legend and a two-minute brand movie made its debut on Channel 4, E4, Film 4, More 4 and 4OD this week.
The ads will also appear on Channel 5, 5USA, ITV2, Sky 1, Sky Movie Greats, Sky Atlantic, Sky Living, Comedy Central, Food Network, Fox and Dave throughout September.
Cinema ads, a social media campaign and railway sampling will also take place.
Consumers will be directed to the brand’s Facebook page, where they can win a home cinema kit and money-off vouchers against their next purchase of Casillero del Diablo wines.
Rachel Herrig, commercial manager at CyT, said: ”The movie captures the essence of our brand and the prime time slot for its premiere will ensure that we continue to reach out to new consumers, as well as build on our existing fan base.”