March 13, 2014
We are proud to announce that Casillero del Diablo was recognized by the English magazine, Drinks International, as the second Most Admired Wine Brand in the World, after being evaluated by experts from more than 20 countries, including Masters of Wine, winewriters, winemakers, and sommeliers.
This great news positions Casillero del Diablo ahead of famous historical international brands such as Château Margaux, Louis Latour, Petrus, Mouton Rothschild, and others.
“The brand reaches a broad range of consumers in terms of age and nationality. On one side, the style of wine and its communication appeals to a young public, but on the other, it also connects with more traditional consumers through its legend and more classic packaging. And it has become the best example of how Concha y Toro has successfully turned a local brand into one with a global character of quality that is now present in 135 countries,” said Sebastián Aguirre, Casillero del Diablo’s Marketing Director.
Winemaker Marcelo Papa adds, “Casillero del Diablo reflects Chile as a country more than a specific region. We’re looking for the best expression of each variety, and our work focuses on identifying the best zones for growing each grape. For example, for 15 years Casillero del Diablo Sauvignon Blanc was made with grapes from the Central Valley. Today they come from coastal vineyards. In the case of Casillero del Diablo Chardonnay, in the past a significant percentage was barrel fermented, but now we have decreased the amount of oak in the blend for a fresher and more mineral wine. This shows that it is a brand that is constantly adapting to the trends and what our consumers are looking for—which is something we are always attentive to.”
The judges who voted in this edition cited the brand’s “consistency and credible quality, created from its beginnings, making it a benchmark for the industry.” Deaconu Lorena, winemaker and member of the Academy, explained her vote, recognizing its “good expression of the variety and terroir; well-structured and balanced wines, constant quality, and accessible price.”
This important achievement faithfully reflects all the effort, hard work, and perseverance of the company’s different areas behind Casillero del Diablo, that have been the strong pillars upon which our brand has achieved such extraordinary results and global accolades year after year.
Top 5 Most Admired Brands:
2. Casillero del Diablo
3. Chateau Latour
4. Tignanello (Antinori)
Drinks International began in 1972 and is the world’s only magazine exclusively dedicated to the international wine, spirits, and beer markets. It provides its readers with useful information on the most recent developments and trends in the global beverage industry as well as editorial features, market reports and analytical and opinion columns.