Casillero del Diablo has expanded its UK portfolio with the launch of Jammy Red Devil, a sweeter-style red blend designed to tap into the growing “jammy” wine trend, now worth over £200m in retail sales.
The new wine combines Shiraz and Carmenere to deliver ripe blackcurrant, raspberry and vanilla notes, offering a softer, fruit-forward profile that appeals to consumers seeking easy-drinking reds. It will be available from 3 November in Morrisons and through Unitas and Bestway cash & carry groups, with an RSP of £8.
The launch is supported by a campaign under the ‘15 Years United’ banner, celebrating Casillero del Diablo’s long-standing partnership with Manchester United. The activity includes on-pack promotions and a consumer competition to win prizes such as Old Trafford experiences and branded merchandise via casilleromanchester.com.
Casillero del Diablo remains the UK’s leading Chilean wine brand and ranks third among the top 10wine brands by value, according to NielsenIQ. The addition of Jammy Red Devil aims to strengthen its position in the fast-growing sweeter red segment.
Claire Raine, Brands Controller at VCT Europe, said: “Our shoppers have been asking for a jammy wine under the Casillero del Diablo label. This fruity, sweeter style over-indexes with both under-30s and over-60s, so it has a dual appeal. The name was an obvious choice, and given our 15-year partnership with Manchester United – the original Red Devils – the tie-up was the perfect way to celebrate the launch.”
