Casillero fires up on-pack promo
Published:  10 April, 2009

Chilean wine brand Casillero del Diablo has launched an on-pack competition on its Shiraz rosť, giving consumers the chance to win a trip to the winery in Chile.

The Concha y Toro-owned brand is also offering runner-up prizes of Weber barbecues.

On-pack recipe booklets will market the competition and encourage consumers to drink the wine when entertaining outdoors, with the strapline Create Your Own Legendary Barbecue.

Customers can enter the competition via the Casillero del Diablo website, chileanlegend.com. The site tells the story of Concha y Toro founder Don Melchor, who when he found that some of his wines were being stolen, spread the word that the devil lived in his cellar to ward off thieves. Casillero del Diablo means "the devil's cellar".




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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