Casillero del Diablo renews Sky Movies deal on back of bumper sales

04 February, 2016

Casillero del Diablo has renewed its partnership with Sky Movies after a record year of sales in 2015.

The sponsorship launched in March 2015 and was the largest multi-channel sponsorship deal Sky Movies had signed.

It saw Casillero del Diablo branding accompany some 55,000 films across 17 channels to reach some 44 million viewers.

Casillero del Diablo passed £100 million in annual retail sales for the first time last year, and was the fastest growing top ten wine brand in the UK, according to 2015 sales date from IRI.

It is the UK’s leading Chilean wine brand and the fourth largest wine brand overall.

The brand only entered the top ten in 2014 and retains the highest average per bottle price in the ranking.

Sales over the four-week Christmas trading period were up £4.3 million on 2014.

Clare Griffiths, commercial director at Concha y Toro UK, which owns Casillero del Diablo, said: “Our sponsorship of Sky Movies provides year round access to the right audience in the right frame of mind and in a context that brings our ‘legendary’ positioning to life.

“Working in true partnership with Sky, we have been able to harness the UK’s passion for film and wine to drive stand out and market share during key category sales windows.

“The association has also helped us work with our key customers to drive value sales and has become a key pillar in the in-store occasion-based marketing calendar. The resulting increases in both brand health and rate of sale have significantly exceeded all expectations.”

Concha y Toro is South America’s largest wine company.

Its wines are available in 145 countries and it reported global sales of some £690 million in 2014.




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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