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Casillero del Diablo renews sponsorship of Sky Cinema and movies across Sky’s partner channels

  • “The Wine from the Devil’s Cellar” continues its successful 3-year relationship with broadcaster

  • Year-round exposure on consumer TV

  • Household penetration for the brand has grown over 63% since beginning of partnership in 2015

  • Casillero del Diablo is the UK’s #1 Chilean brand and #1 Cabernet Sauvignon

“The partnership with Sky is an excellent match for the brand, and continues to deliver impressive results in recognition and awareness.”

Clare Griffiths, Commercial Director for Concha y Toro UK

Top Ten wine brand Casillero del Diablo is pleased to announce the renewal of its sponsorship of Sky Cinema and movies across Sky’s partner channels

The Concha y Toro – owned brand has been a proud sponsor since 2015, and has seen its household penetration (the percentage of households purchasing the wine brand) grow over 63% over that time, from 5.2% to 8.5%**

Concha y Toro UK Commercial Director Clare Griffiths says

 “Casillero del Diablo continues to go from strength to strength, with 2 million case sales annually in the UK, and the highest bottle price of any of the Top 8 wine brands. Casillero del Diablo’s ‘legendary’ creative positioning matched perfectly with premium at-home cinematic viewing.

“A partnership with “movies on Sky” has offered the perfect opportunity to excite our core consumers and retail customers with premium film content and prizes, an always-on TV presence, and a promotional calendar of in-store activation.”

Head of Sponsorships at Sky David Shore says:

“Casillero del Diablo is a premium brand and one that from the outset demonstrated enthusiasm to explore every opportunity to turn the sponsorship of movies on Sky into a fully-activated partnership that lives well beyond our platforms and products.”

Under the terms of the deal, 10- and 20- second Casillero del Diablo idents are shown across 15 channels and 31,500 movies over the 12 month deal.

  • 19 million ABC1 adults (73%) are reached over 12 months with the movies on Sky partnership plus;
  • 38m idents viewed across Sky Go and VOD over 12 months and;
  • 133,000 idents aired across linear TV over 12 months

All together this campaign will reach 73% of all ABC1 Adults with a frequency of 50 over the year.

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