January 12, 2015
Casillero del Diablo has confirmed an important 12-month alliance with the Sky Movies channels in the United Kingdom, effective March 2015. This agreement will place the brand on 17 channels, including 8 movie channels and 7 partner channels, with an expected reach of more than 44 million people during the year.
Additionally, Casillero del Diablo, which recently joined the ranks of the UK’s Top 10 wine brands with a 35% growth in value, will hold POS promotions ranging from special offers for new Sky Movies subscribers to a trip for two to Hollywood, the capital of the world’s film industry.
“This is an extraordinary partnership for us and reflects Casillero del Diablo’s success in recent years in the UK, our most important market. This agreement will provide us with greater visibility and contribute to our ongoing brand-building efforts,” says Concha y Toro’s Premium Wines Marketing Manager, Sebastián Aguirre.
David Shore, head of business development at Sky Media adds, “we are absolutely delighted to welcome Casillero del Diablo as a sponsor across a plethora of our movie channels, including Sky Movies and our movie channel partners. This is our largest multi-channel sponsorship deal to date.”
This is not Casillero del Diablo’s first appearance on the Sky Movies channels. Its award-winning trailer-type campaign “The Wine Legend” was broadcast on a number of its channels in 2013 and 2014.