Casillero del Diablo: The Wine Legend Takes up Golf

April sees Casillero del Diablo enter the international golf arena, becoming a sponsor of Beijing's Volvo China Open. Asia's most important golf fixture in the calendar will be held from April 17-20 at the Beijing CBD International Golf Club.

Casillero del Diablo, Chile's most famous premium wine brand worldwide, has promoted and supported golf for many years, sponsoring prominent domestic and international events. Now, the Wine Legend joins great names of the game.

We are proud to be a part of this great event, through which not only do we want to continue promoting golf, but also to get closer us our consumers around the world - especially in Asia where fine distribution companies support us.

The main aim of our involvement in the Volvo Open is to continue brand building in Asia and in the rest of the world. Linking Casillero del Diablo's image with Volvo and the caliber of players at the event is part of our image strategy to display the Wine Legend's quality and potential. The quality of the broad range of varieties under the Casillero del Diablo label clearly fulfills the requirements of a powerful Volvo Open sponsor. Casillero del Diablo is the Chilean Wine Legend and a global brand of fine wine.

The Legend began over 100 years ago, when Don Melchor de Concha y Toro set aside a little of his best wines from his Pirque vineyards. Don Melchor's wines became well-known but soon a few of the bottles kept in a small cellar behind a solid, forged iron gate went missing at night. To ward strangers off his special supply, Don Melchor claimed the devil lived in the cellar, and not one bottle ever disappeared again. It was that legend that inspired people - more than forty years ago - to name their best wine something special. This is how Casillero del Diablo came about, a wine that quickly crossed frontiers and eventually became the most famous Chilean wine in the world.

Today, Via Concha y Toro's emblematic brand, Casillero del Diablo, is available with its broad range of wine varieties on the five continents in over 120 countries. A total of 12 varieties reflect the best of Chile's winegrowing valleys in world-class wines.

Winemaking quality and consistency over time of each of the Casillero del Diablo wines have helped position the brand in every single market, consolidating its excellent price-quality relationship in the premium wine category, which has made the brand the best value worldwide. Its quality is recognized by the specialized press and by winning top prizes at the most prestigious international wine competitions.

(China Daily 04/16/2008 page30)