Orlando Bloom becomes new face of Casillero del Diablo
The Pirates of the Caribbean star fronts the brand’s new campaign, calling the tale behind its ‘Devil’s Cellar’ one of the most “iconic stories in the world of wine”.
Casillero del Diablo is no stranger to A-list talent, having collaborated with Narcos actor Pedro Pascal since 2021. Pascal, who also featured in Game of Thrones, The Mandalorian, and Wonder Woman 1984, starred in the Chilean producer’s Wine Legend creative at a time when he was the ‘most searched-for star’ on movie news site IMDb.
Now Casillero del Diablo, owned by South American powerhouse Viña Concha y Toro, has roped in another red carpet favourite as it reaches “a fresh milestone in the brands’ history”.
Sebastián Aguirre, global marketing director at Casillero del Diablo, called Orlando Bloom “a figure of international reach, with a substantial career, embodying values deeply aligned with our DNA: sophistication, character, authenticity and a truly global outlook.”
In addition to his extensive film career, Bloom is also a long-time UNICEF ambassador, “actively participating in humanitarian initiatives around the world,” said Aguirre.
Extraordinary heritage
Speaking on the new relationship, Bloom said: “I’m incredibly proud to be partnering with Casillero del Diablo, a brand with an extraordinary heritage and one of the most iconic stories in the world of wine.”
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He continued: “The Wine Legend is steeped in mystery, character, and a real sense of drama, which makes it such a compelling story to tell. What excites me most is the opportunity to help bring that legacy to life for a new global audience, honouring its origins while reimagining it in a way that feels fresh, cinematic, and contemporary.”
The new campaign will be rolled out globally over the next few months, premiering in its home country Chile and the UK (the top market for Casillero del Diablo) as well as Brazil, Mexico and Ireland. It is hoped that the campaign will strengthen the brand’s positioning and connect with “new audiences around the world.”
Casillero del Diablo is Great Britain’s number one Chilean wine brand and ranks third by value among the UK’s Top 10 wine brands.
Star of Staropramen
Bloom has previously teamed up with Czech lager brand Staropramen on its “Brewed by Experts, for Experts” campaign. The cinematic advertisements showed him explaining his historical connection to Prague’s beer culture.
“I know why they call Prague the golden city,” Bloom said in the campaign, before watching chefs pour from a bottle of Staropramen into a sizzling frying pan, adding: “I’ve uncovered the secrets of its delicious food”.
Check out db’s top celebrity drinks collaborations of 2025, including Harrison Ford, Charles LeClerc and Robert Patinson, here.
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