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Casillero del Diablo to get UK push as Concha y Toro signs Sky Movies deal

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Concha y Toro is giving its Casillero del Diablo brand a major push in the UK through a one-year link-up with British Sky Broadcasting.

Concha y Toro is investing further in its Casillero del Diablo brand in the UK

Concha y Toro is investing further in its Casillero del Diablo brand in the UK

The deal, which starts in March, will see the Chilean wine feature on 17 Sky channels in total, including eight Sky Movies channels. Branding for Casillero del Diablo will feature around 55,000 movies over the 12 months, according to Choncha y Toro. 

Financial terms of the deal were not disclosed. 

In turn, the wine firm will highlight the tie-up on Casillero del Diablo bottles, which will carry promotional offers.

Clare Griffiths, Concha y Toro's UK marketing director, said: “This major TV film sponsorship for Casillero del Diablo continues to demonstrate that we are committed to building our brands in the UK market.”

Casillero del Diablo already enjoys a high profile in the UK as the official wine brand of Manchester United Football Club, through a deal signed in 2010.

Last month, the company reported a healthy rise in nine-month sales and profits, despite volumes slipping in Q3.


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