Casillero del Diablo now number 5 wine brand in UK

Chilean wine giant Concha y Toro’s flagship brand, Casillero del Diablo, has leapfrogged Gallo and Jacob’s Creek to become the fifth best-selling wine brand in the UK.

Year on year sales of Casillero del Diablo to 27 February 2016 saw volume sales up 24.6% to 1.4m 9-litre cases and value sales rise 20.7% to £105.8m.

Known for it’s devilish branding, Casillero also has the highest average per bottle price of any of the brands in the UK top 10 at £6.16.

Concha y Toro UK’s head of communications, Ben Smith, put the brand’s success down to its recent Sky Movies partnership and a new ad campaign.

“We’re delighted to see continued, sustained and substantial value and volume growth from our ‘super hero’ Casillero del Diablo.

“A year since we began our partnership with Sky Movies, and with a new ‘Wine Legend’ ad campaign, our ongoing investment in the brand is showing real results against a tough market background,” he told the drinks business.

Casillero del Diablo entered the UK top 10 for the first time in late 2014 after a 35% rise in year on year volume sales.

Concha y Toro’s corporate export director Cristian Lopez told db at ProWein this week that volume sales of Concha y Toro wines had tripled in Asia over the last six years, while values sales had quadrupled. Lopez aims for Casillero del Diablo to become a one million case brand in Asia by 2020.