Casillero del Diablo reveals major Halloween push

Casillero del Diablo is gearing up to launch its biggest ever raft of activity for the build up to the Halloween trading period.

The Chilean brand’s campaign is designed to support its branding as ‘The Official Wine of Hallowine’, comprising an array of instore promotions and support materials and a “unique experiential event”, which will be held on Halloween itself (31 October) in Shoreditch, London. Consumers winning tickets to the event via social media will be treated to themed tastings and the evening will culminate in a screening of an iconic and suitably scary movie.

In recent years the combined celebrations of Halloween and Bonfire Night have become huge growth drivers for BWS in both convenience and grocery multiples. Concha y Toro (CyT), the producer of Casillero del Diablo, says figures suggest just over half of shoppers are planning to buy BWS at Halloween, with this figure increasing to 75% for Bonfire Night.

Brand manager, Natasha Erlandson, said: “October and November are huge months for Casillero – its brand story makes it the perfect wine for Halloween and Bonfire celebrations, and we are really upping the promotional activity this year, including a great social media campaign, and hosting an experiential event which we hope people will talk about long afterwards.”

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