Casillero del Diablo launches on-pack promotion

Added on: August 18, 2010

Chilean wine brand Casillero del Diablo from Concha y Toro has launched a dedicated on-pack promotion to celebrate being appointed the official wine sponsor of the AEGON Masters Tennis at the Royal Albert Hall this December.

On-shelf now, the promotion will offer consumers the chance to win VIP packages to the AEGON Masters Tennis, including tickets, complimentary Casillero del Diablo, signed merchandise and £200 spending money.

The promotion will run across the premium positioned Reserva Privada Sauvignon Blanc and Reserva Privada Cabernet Sauvignon Syrah wines, in addition to the Casillero del Diablo Sparkling Brut Chardonnay. Participating retailers include Sainsbury’s, Morrisons and Waitrose.

Commenting on the promotion, Concha y Toro marketing manager Jason Duggan said: “With its season-ending status on the ATP Champions Tour, the AEGON Masters Tennis is one of the most prestigious tennis tournaments held in the UK. We are delighted to continue as the official wine sponsor of this tournament and look forward to seeing Tim Henman’s debut at the event.”

To enter the competition you can visit the Casillero del Diablo website (www.chileanlegend.com), which builds on the Chilean legend created by Don Melchor, the founder of the Concha y Toro winery. When the Don discovered that some of his finest Concha y Toro wines had been stolen, he spread word that the devil lived in his cellar to ward off potential thieves. From that day onwards, the wine has been known as Casillero del Diablo, the devil’s cellar.

Back to News