Casillero del Diablo has tapped into the trend for sweeter red wine in a bid to woo both younger and older drinkers.
The Chilean wine brand will next month roll out Jammy Red Devil in Morrisons stores and in cash & carry sites across the UK (rsp: £8.50/70cl).
The shiraz and carmenere blend would bring the “signature Casillero del Diablo quality to the sweeter red wine style”, said brand owner Viña Concha y Toro (VCT).
The ‘jammy red’ wine segment had grown from an almost standing start just a few years ago and was now worth over £200m in retail sales value, said VCT, citing NIQ data.
“Casillero del Diablo is one of the UK’s most trusted and loved wine brands, and our shoppers have been telling us they’d like to see a ‘jammy’ wine in the range,” said Claire Raine, brands controller at VCT Europe. “Interestingly, this fruity, sweeter style overindexes with both the under-30s and over-60s, so it has a dual appeal.”
To support the launch, Casillero del Diablo plans to activate around its 15-year partnership with Manchester United football club – nicknamed ‘the Red Devils’.
Drinkers will be offered the chance to win a visit to Old Trafford football stadium, as well as the chance to win wine and Casillero del Diablo and Manchester United merchandise.
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