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Taxi wraps, shopper competitions and new Sky Cinema sponsorship continue to build sales and profile for fast-growing range

  • “House of Diablo”, an immersive event takes place on 9th November with an exclusive screening of a major new cinema release: The Exorcist: Believer
  • In-store promotions offer shoppers the chance to win tickets to the Diablo cinema event
  • Diablo sponsors a brand-new Sky Cinema Vodcast ‘Cinema Dates’ hosted by actor and writer Michael Spicer
  • 200 Diablo wrapped taxis will be driving around London for 4 weeks (and will also be used to ferry guests to the event)
  • Diablo brand is now worth over £15 million in RSV, growing at an incredible 61% in value year on year* 

Diablo, the disruptive wine brand created by Concha y Toro and attracting a younger and more affluent adult shopper base, is unveiling several exciting pieces of marketing activity designed to build the profile and awareness of the fast-growing brand.

At “House of Diablo”, invited guests, competition winners and press will enjoy an immersive event inspired by the ‘Disobediently Good Wines’ creative which is now showing on Sky Cinema ads until 31st December. This will conclude with an exclusive showing of Exorcist: Believer, the latest in the legendary Exorcist horror franchise.

Guests will be conveyed to the event in specially wrapped taxis, from a fleet of 200 which will be circulating in London during October and November.

Meanwhile Diablo’s visibility on-screen continues with ad sponsorship of a new Sky Cinema Vodcast ‘Cinema Dates’, which is hosted by actor and writer Michael Spicer (best known for his ‘The Room Next Door’ comedy shorts)

Diablo is attracting a distinctive younger and more affluent shopper (43% of its shoppers are under 45 versus 12% of shoppers across total still wine**). It is growing at an incredible +61% in value in the latest MAT Nielsen figures and is worth over £15 million in retail sales value.

Senior Brand Manager for Diablo in the UK, Javiera Moller says :

“This is an incredibly exciting time for the brand. We see a huge opportunity for Diablo to be a modern, standout brand with meaning, and we’re putting major investment and creativity into making this happen.

“We want the House of Diablo event to be a key moment in the raft of activity designed to drive awareness and trial of the wines. Our audience are disruptive, intelligent, stylish and early adopters of brands and trends. We’re looking forward to welcoming them all for a disobediently good evening!”

Daniel Morrissey, Head of Sponsorship Activation at Sky Media:

“We are delighted to be working with Concha y Toro on the eagerly awaited House of Diablo immersive event, which is the latest in a long line of sponsorship activations that brings Diablo’s legendary Sky Cinema partnership to life, in a unique and truly engaging way, for customers and viewers alike”.

About Diablo

From its initial launch with Diablo Dark Red blend, the brand now has 4 wines in wide distribution in the UK:

  • Diablo Dark Red
  • Diablo Black Cabernet Sauvignon
  • Diablo Golden Chardonnay
  • Diablo Crystal Sauvignon Blanc

The brand has grown from £9.4M in retail sales value a year ago to over £15M today, an incredible +61% in value.

*NielsenIQ Scantrack, Total Market (GB), Value Sales 52 W.E. 09.09.2023

** Kantar Worldpanel, Total Market (GB), Value Sales 52 W.E. 01.10.2023

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