Casillero del Diablo renews Sky Cinema partnership

Casillero del Diablo has renewed its long-running media partnership with Sky Cinema until December 2022.

The wine brand – which is the UK’s most popular Chilean brand and the fourth largest wine brand in the UK – will feature on sponsorship idents across Sky Cinema’s channels, including Movies24, Sony Movies, Sony Movies+, Sky On Demand and Sky Go, and is estimated to reach over 75% of all ABC1 adults in the UK.

Clare Griffiths, commercial director at Concha y Toro UK, said the partnership, which started in 2015, had worked hard to create “an ’owned’ wine drinking occasion, emphasising our wine as the perfect partner to enjoy with a film at home and helping shoppers recognise Casillero when in the wine aisle.”

The brand is currently seeing value growth of 26% year-on-year (Nielsen Value Sales Total Market 52w/e 31 October 2020), with retail sales approaching £200m. Brand awareness now stands at 81% and household penetration has doubled in the last five years to 11%, according to Kantar.

Sarah Jones, director of planning at Sky Media, said the renewed deal made Casillero Sky’s Media’s longest-standing cross-channel movie sponsor.