Casillero del Diablo Becomes Official Wine of the Mexican National Teams in the U.S.

Casillero del Diablo, one of the most well-known Chilean wine brands of Viña Concha y Toro, signed a three-year partnership as the Official Wine of the Mexican National Team in the United States. This strategic partnership with the Federación Mexicana de Fútbol (FMF) and Soccer United Marketing (SUM), aims to engage fans of the Mexican National Teams in the United States. This reflects Casillero del Diablo’s status as the leading wine brand in Mexico, celebrating a sport that unites millions of people across cultures while gaining popularity in the USA, and connecting with consumers in a meaningful way.

Through this innovative partnership, Casillero del Diablo will be front and center in key events throughout MexTour and MexTour W, including in-stadium activation, exclusive fan experiences, and the launch of special edition wine bottles tied to the Mexican National Team.

Rodrigo Maturana, SVP of Marketing at Viña Concha y Toro USA highlighted “Casillero del Diablo is thrilled to unite with the Federación Mexicana de Fútbol and Soccer United Marketing in this exciting partnership. As the official wine of the Mexican National Teams in the U.S., we’re poised to amplify the Casillero brand presence and engage fans through innovative experiences. This collaboration symbolizes a strategic alliance, blending tradition with forward-thinking approaches to enhance the fan journey and entice new consumers to the wine category.”

With an estimate of over 65 million followers in the United States, the Mexican National Team represents a unique opportunity for Casillero del Diablo to continue strengthening its international presence and create authentic ties to a diverse and passionate audience.