The second most powerful wine brand in the world, which belongs to the Viña Concha y Toro holding, has already launched this new line for young people in Chile and Brazil. Now China and other Latin American countries are coming.

Viña Concha y Toro’s main brand, Casillero del Diablo, made its boldest bet in decades, which even involved the intervention of its traditional image of the devil on its bottles. It is Devil’s Carnaval, a proposal with which it aspires to expand the market to a young public.

At the end of September it was launched in Chile and this week it made its international debut in the Brazilian market. With a surprising staging and in front of more than 150 customers, distributors, journalists and influencers, Casillero del Diablo revealed all the offerings of this Devil’s Carnaval: Phenomenal Sauvignon, Spectacular Cabernet, Fabulous Red and Fantastic Sweet.

The purpose of this new launch of Viña Concha y Toro’s main brand is clear: to attract younger consumers who are currently outside the wine category. In this way, it complements the more traditional portfolio with an innovative line of products inspired by the spirit of celebration, incorporating vibrant colours and a joyful attitude towards the world of wine.

“The reception has been very positive in Chile in the few weeks it has been on the market, and now in Brazil we have seen promising interest,” says Sebastián Aguirre, Casillero del Diablo’s marketing manager. The idea, he explained, is to replicate this in other relevant markets in the short term.

The expectations of the brand and the company are ambitious. “We want this line to become a new growth engine for our brand,” explains Cristóbal Goycoolea, Viña Concha y Toro’s corporate marketing manager.

To meet this objective, there is not only a different proposal in terms of label, but also in terms of message and product. “There is always an occasion to celebrate and these wines were created precisely for those moments, it is not necessary to have a formal, elegant event or complicated pairings to enjoy a wine. Casillero del Diablo Devil’s Carnaval is a great fit with its versatile and entertaining proposals, focused on a young audience between 21 and 35 years old, for whom the classic wine category can be complex”, says Sebastián Aguirre.

After being launched in Chile and Brazil, Casillero del Diablo Devil’s Carnaval will take the celebrations to China and Mexico.

The carnival offer

Each wine has its personality and that is why we wanted to communicate each variety through carnival-style masks, an element that evokes celebration and joy. In this way, we wanted to interpret the classic devil icon in different masks, showing Casillero del Diablo to a new generation in a different way.

•     Devil’s Carnaval – Phenomenal Sauvignon:

Phenomenal Sauvignon possesses an explosion of citrus and tropical fruit aromas. It dazzles with phenomenal harmony and freshness on the palate. It is best enjoyed chilled and pairs wonderfully with all kinds of appetizers and celebrations, especially sushi or fish & chips. 

•     Devil’s Carnaval – Spectacular Cabernet:

A wine with sensational black fruit aromas that will captivate your senses. Its textures are equally spectacular, enveloping you in a mesmerizing experience. This wine is perfect for pairing with all types of meats and cheeses. It’s also great for celebrations and can be paired with tacos, barbecue ribs, or pizzas.

•     Devil’s Carnaval – Fabulous Red:

A wine with fabulous plum and blackberry flavours, that combine with magnificent and velvety mouthfeel. Perfect for pairing with all sorts of red and white meats, pasta, and ideal for celebrations paired with chicken wings, pulled pork, or burgers.

•     Devil’s Carnaval – Fantastic Sweet

This wine will enchant and seduce you from the very first sip. It boasts a perfect balance of sweet notes, accompanied by a splendid harmony that is sure to fascinate your taste buds. It is best enjoyed chilled and goes beautifully with desserts of all kinds and is perfect for any celebration, especially when paired with chocolates, popcorn or donuts.