Casillero del Diablo adds sweeter 'jammy' wine to its range

Chilean wine brand Casillero del Diablo is launching a brand new wine into the UK market, an easy-to-drink red blend in the fast-growing sweeter style segment, called Jammy Red Devil.

According to Concha Y Toro, the ‘jammy’ red blend category of sweeter styled reds has come from “almost a standing start” to around £200 million in retail sales value now.

Brands controller at VCT Europe Claire Raine said that Casillero’s consumers had been telling the brand they would like to see a ‘jammy’ wine in the range, the result is a blend of Shiraz and Carmenere, which launches on 3 November in 300 Morrisons stores nationwide. It is also being stocked in Cash & Carry across the entire Unitas and Bestway group.

Casillero del Diablo is the UK’s leading Chilean wine brand and the number 3 Top Ten wine brand by value according to Nielsen IQ, value sales for the Total Market in the 52 weeks to 2w 17 October 2025.

“As Casillero del Diablo famously means ‘the Devil’s Cellar’, the name ‘Jammy Red Devil’ was always going to be the only choice for this new, sophisticated, sweet offering,” she said. “Interestingly, this fruity, sweeter style over-indexes with both the under-30s and over-60s, so it has a dual appeal,” she added.

The brand, which is owned by VCT Europe, is promoting the launch with marketing activity which includes a tie up with Manchester United through its “15 years United” banner. Consumers have a chance to win a visit to Old Trafford, home of ‘the Red Devils’ via a new website, www.casilleromanchester.com, where they can also win wine, Casillero del Diablo and Manchester United merchandise.

“Given our 15-year partnership with Manchester United, the original Red Devils, we felt a tie up was the perfect way to celebrate the launch of our latest wine,” Raine added.