Leading Chilean winemaker Concha y Toro has given its Casillero del Diablo line a packaging makeover for 2004.
Casillero del Diablo’s new, more elegant, and classically styled packaging includes a new label with stronger branding, vibrant, color-coded capsules, and a taller, heavier bottle with an embossed metallic devil icon below the neck. The label also includes the legend of the “Cellar of the Devil” as well as Concha y Toro’s familiar Shell and Bull icon. Varietal names and vintages now appear in larger font sizes. The new design applies to all sizes (750ml, 375ml, 3L, 5L) as well as gift tins and case graphics. The new packaging should begin appearing in the retail market by June of 2004.
“The superlative quality, as well as the extraordinary value, of Casillero del Diablo continues to win the praise of critics and consumers alike,” said James W. Mariani, Executive Vice President, Sales & Marketing, of Banfi Vintners, exclusive U.S. importers of Concha y Toro.
Casillero del Diablo is named for a century-old legend known throughout the world. In the 19th century, the founder of Concha y Toro, Don Melchor de Concha y Toro, suspected that his workers were pilfering his greatest wines. To discourage this action, Don Melchor spread the rumor that his deepest, darkest cellar was the “Casillero del Diablo” (Cellar of the Devil), so that no one would dare go in there. It worked, and a legend was born. Today, this mysterious and legendary cellar continues to hold the finest, estate grown wines of Casillero del Diablo.
Concha y Toro is the best-selling Chilean line of wines in the United States and one of this country’s top 5 imported wines. The Casillero del Diablo line includes: Cabernet Sauvignon, Merlot, Carmenere, Chardonnay and Sauvignon Blanc, and retails for about $9.00 for a 750ml bottle.
Concha y Toro also produces its famed Don Melchor Cabernet Sauvignon, deemed by many as the finest Cabernet Sauvignon made in Chile. Other offerings include Amelia Chardonnay, as well as the Marqués de Casa Concha, Xplorador and Frontera lines.
Casillero del Diablo’s new, more elegant, and classically styled packaging includes a new label with stronger branding, vibrant, color-coded capsules, and a taller, heavier bottle with an embossed metallic devil icon below the neck. The label also includes the legend of the “Cellar of the Devil” as well as Concha y Toro’s familiar Shell and Bull icon. Varietal names and vintages now appear in larger font sizes. The new design applies to all sizes (750ml, 375ml, 3L, 5L) as well as gift tins and case graphics. The new packaging should begin appearing in the retail market by June of 2004.
“The superlative quality, as well as the extraordinary value, of Casillero del Diablo continues to win the praise of critics and consumers alike,” said James W. Mariani, Executive Vice President, Sales & Marketing, of Banfi Vintners, exclusive U.S. importers of Concha y Toro.
Casillero del Diablo is named for a century-old legend known throughout the world. In the 19th century, the founder of Concha y Toro, Don Melchor de Concha y Toro, suspected that his workers were pilfering his greatest wines. To discourage this action, Don Melchor spread the rumor that his deepest, darkest cellar was the “Casillero del Diablo” (Cellar of the Devil), so that no one would dare go in there. It worked, and a legend was born. Today, this mysterious and legendary cellar continues to hold the finest, estate grown wines of Casillero del Diablo.
Concha y Toro is the best-selling Chilean line of wines in the United States and one of this country’s top 5 imported wines. The Casillero del Diablo line includes: Cabernet Sauvignon, Merlot, Carmenere, Chardonnay and Sauvignon Blanc, and retails for about $9.00 for a 750ml bottle.
Concha y Toro also produces its famed Don Melchor Cabernet Sauvignon, deemed by many as the finest Cabernet Sauvignon made in Chile. Other offerings include Amelia Chardonnay, as well as the Marqués de Casa Concha, Xplorador and Frontera lines.