Devils unite as football club and wine producer renew partnership

MANCHESTER United’s long-standing official wine partner Concha y Toro is renewing its global agreement with the club.

The new three-year term secures Chile’s leading wine producer as holding one of the longest-standing partnerships currently held with the football club nicknamed the Red Devils, dating back to 2010 and now renewed until 2019.
 
Concha y Toro has built the partnership, the first global agreement between a wine brand and an English football club, around its iconic Casillero del Diablo brand, with the flagship wine available across Old Trafford’s hospitality suites.

The legend of Casillero del Diablo began more than 100 years ago, when Don Melchor de Concha y Toro, founder of the winery, reserved an exclusive batch of the best wines for himself.
 
To keep strangers away from this special private reserve, he spread the rumour that the Devil lived in his cellar, giving birth to the Casillero del Diablo tag.

The club’s first ever wine partner has worked hard to engage with Manchester United fans and Casillero del Diablo consumers throughout this period.

It has organised events such as three ‘Devil’s matches’, bringing Manchester United Soccer Schools to the USA and Chile and hosting United legends including Sir Bobby Charlton and Bryan Robson on wine tasting tours of Chile, important events for the trade.

The launch of the limited edition Manchester United Legendary Wine Collection has also enjoyed great success since its launch in 2014, selling around 300,000 bottles.
 
Concha y Toro has also been highly active in working with Manchester United internationally, partnering with the club on its previous four summer tours in Asia and the USA and organising activities with fans in around 40 countries.

Manchester United Group managing director Richard Arnold said: “Long-standing relationships are very important to us and Casillero del Diablo is at the heart of our family of global partners, and a natural part of our fabric too. As it has become a familiar part of the Old Trafford and Manchester United experience; its success and growth has helped people around the world see its true quality and helped put Chilean wine on the map.
 
“With a rich heritage, a clear identity, popularity around the world and a commitment to quality, we have shared a lot of common ground and this will be the bedrock of our success moving forward.”

Concha Y Toro’s corporate marketing director global brands Cristobal Goycoolea said:  “Casillero del Diablo and Manchester United share the pillars of history, tradition, and values, and these three characteristics have made this alliance a true global success. We are very proud to renew our contract, and it motivates us to continue working the way we always have.”