Casillero del Diablo is launching a new wine called Jammy Red Devil, which offers a sweeter red profile.
The ‘jammy’ red blend category of sweeter-styled reds has grown from almost a standing start a few years ago to now be worth over £200m in retail sales value.
Brands controller at VCT Europe, Claire Raine, commented: “Casillero del Diablo is one of the UK’s most trusted and loved wine brands, and our shoppers have been telling us that they’d like to see a ‘jammy’ wine in the range. Interestingly, this fruity, sweeter style over-indexes with both the under-30s and over-60s, so it has a dual appeal.
“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. And, 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.”
Consumers can visit www.casilleromanchester.com to enter for a chance to win a visit to Old Trafford, as well as Casillero del Diablo and Manchester United merchandise.
A blend of Shiraz and Carmenere, Jammy Red Devil launches on 3rd November in cash & carry across the entire Unitas and Bestway group.
