CHILE: Casillero del Diablo sponsors summer concerts
Chilean wine brand Casillero del Diablo has "exclusive" wine sponsorship of the annual Summer Proms & Smooth concerts series, taking place at castles and stately homes around the UK this summer.
From July to September, Casillero del Diablo will have a presence at 25 outdoor concerts and a tasting trailer will be travelling to each venue to offer sampling and to sell their range of wines to the concert audiences, the company said today (12 June).
The concerts cover a range of musical tastes, from a tribute to 'Queen' at Warwick Castle to an 80s revival party night with Midge Ure, Rick Astley and Bananarama or an evening with Katie Melhua at the Quarry in Shrewsbury.
Casillero del Diablo's sponsorship of the Summer Proms Series follows the brand's recent major cinema, print and web advertising activity which took place during March and April and forms part of an integrated marketing plan which is being rolled out in 2008 at an investment of circa GBP1m.
"The aim of this marketing campaign is to reach our target consumers when they are relaxed and enjoying themselves," said Jason Duggan, Concha y Toro UK's head of marketing. "We believe that the sponsorship of these summer picnic concerts provides us with the ideal stage from which to showcase the quality and breadth of Casillero del Diablo range. Wine has become such a part of our culture in the UK, that a bottle of wine to share is an important part of that occasion."
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