September 24, 2010
In a moving ceremony attended by Concha y Toro executives and British football club Manchester United iconic players and staff, the agreement to mutually strengthen both brands globally was finally sealed.
The event took place at legendary Old Trafford stadium, where Manchester United’s Manager Sir Alex Ferguson and Sales Manager Richard Arnold welcomed Concha y Toro President Alfonso Larraín and Global Brands Marketing Manager Giancarlo Bianchetti, as well as communications media members from all over the world and the most famous “Red Devils” football players.
The celebration of this agreement concluded in high style, as it coincided both with Chile’s bicentennial anniversary of Independence and with a riveting English Premier League game in which Manchester United won 3-2 against Liverpool.
As a result of this alliance, Concha y Toro’s most important brand in the UK, Casillero del Diablo, will be available in Old Trafford lounges and bars during games.