For the second consecutive year, the Concha y Toro vineyard positioned its emblematic brand, Casillero del Diablo, as the official wine of the United Kingdom’s most important cinematic gala.
A toast between Timothée Chalamet and Kylie Jenner with a bottle of the Chilean brand went viral, granting invaluable and organic advertising exposure.
The strategy seeks to reinforce the label’s leadership in key markets like Asia and The United States, linking the product with international excellence and glamour.
The recent delivery of the 2026 BAFTA Awards not only crowned winners on the screen, such as Paul Thomas Anderson’s film One Battle After Another, but also marked an unprecedented commercial success for the South American wine industry. During the ceremony, the Chilean brand Casillero del Diablo stole the spotlight by appearing as the official wine of the event for the second consecutive year; therefore, the presence of this label at London’s most exclusive tables confirms that Chile’s most exported wine has successfully transcended agricultural borders to become a global lifestyle icon. This strategic milestone holds special relevance for the brand’s positioning in The United States, where the audience values the association between high-quality products and the world’s most prestigious cultural settings.
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The viral toast that traveled the world
Beyond corporate agreements, the true impact of this collaboration occurred organically when cameras captured the couple of the moment, Timothée Chalamet and Kylie Jenner, enjoying an evening in front of a bottle from the Concha y Toro vineyard. This image, which circulated rapidly through social media, granted Casillero del Diablo a global exposure that surpasses any traditional advertising campaign; consequently, the brand’s global sub-manager, Lynn Balaresque, highlighted that being part of the BAFTAs results from sustained work to build an identity associated with the distinction and unique character of British cinema. By finding itself surrounded by stars like Leonardo DiCaprio and Sean Penn, the Chilean brand reaffirms its status as a “proud ambassador” representing the excellence of its land in over 100 countries.
A market strategy with a global vision
The United Kingdom remains the primary market for this label, yet success on the red carpet represents a key piece in conquering diverse audiences in Asia and North America. In this sense, Viña Concha y Toro designed this alliance to strengthen ties with organizations that value supreme quality, allowing the Chilean wine to compete on equal terms with the oldest European houses; likewise, this international showcase allows Casillero del Diablo to project a global dimension that connects with young consumers seeking authenticity and elegance in their consumption choices. Thus, participation in an environment of such cultural recognition ensures solid and consistent growth, proving that a strong brand strategy can lead a regional product to become the center of attention during the most glamorous night in Hollywood and London.
Dining and Cooking