Casillero signs major deal with Sky

Chilean wine brand Casillero del Diablo has announced a major marketing campaign for 2015, signing a multi-channel sponsorship deal with Sky Movies in the UK.

The deal, which will run for a year from March 2015, will see Casillero del Diablo adverts feature across eight Sky Movies channels, seven partner movie channels as well as movie slots across Sky 1 and Sky Living making it Sky’s largest multi-channel sponsorship deal to date.

It’s hoped that the campaign will reach 44 million individuals with Casillero branding set to appear alongside some 55,000 movies broadcast by Sky in 2015.

In return, Casillero, produced by Concha y Toro, will promote Sky by carrying a raft of promotional offers, including a trip to Hollywood and free Sky subscriptions, on four million of its bottles.

Clare Griffiths, marketing director at Concha y Toro UK said: “This major TV film sponsorship for Casillero del Diablo continues to demonstrate that we are committed to building our brands in the UK market. We believe that through the Casillero del Diablo brand we can drive true category value for our customers by connecting with our consumers through strong and extensive Marketing campaigns and delighting them with our award winning wines.”

Casillero recently entered the top 10 UK wine brands for the first time and is now the fastest growing top 10 wine brand in the UK, with its value growing by 35% in 2014 to October. In 2014 UK sales of Casillero topped 1.6 million nine litre cases, 3.8 million worldwide.

David Shore, head of business development at Sky Media said: “In what is our largest multi-channel sponsorship deal to date, we are really looking forward to developing this into a partnership that celebrates the legend of movies.”