Casillero Del Diablo is Chosen One of the “World’s Most Admired Wine Brands”

14 Mar 2014 --- This outstanding position in the survey carried out by Drinks International, joins the No.1 obtained for three years running previously by Concha y Toro as the most admired wine brand in the world.

The flagship Concha y Toro global brand, Casillero del Diablo, was awarded second place as the World’s Most Admired Wine Brand in the 2014 ranking prepared by the British magazine, Drinks International.

The brand rose to this outstanding position and appears for the first time in the ranking following a change in methodology used for this year’s survey, which chose to analyze specifically those brands associated with a product, beating historic wines like Chateau Margaux, Louis Latour, Petrus or Mouton Rothschild. Casillero del Diablo also become the top South American wine brand.

“The brand covers a wide range of consumers in terms of age and nationality. On the one hand, the style of the wine and its communication appeals to the young, but also connects with more traditional consumers through its legend and more classical packaging. And it is the best example of how Concha y Toro manages to transform a local brand into one of a more global character, present in 135 countries.” says Sebastián Aguirre, Casillero del Diablo Marketing Manager.

Its winemaker Marcelo Papa adds that “Casillero del Diablo reflects Chile as a country, rather than a specific region. We seek the best expression of each variety and our work has been focused on identifying the most ideal zones for growing each grape. For example, 15 years ago, Casillero del Diablo Sauvignon Blanc was made from grapes from the Central Valley: it comes from the coastal vineyards. Or Casillero del Diablo Chardonnay, which had a significant percentage of fermentation in casks but for which we have reduced the amount of wood in the blend, seeking a fresher and more mineralized wine. These show that it is a brand that is constantly changing in order to remain in line with fashion and what our consumers want, something that we are always sensitive to.”

The judges who voted in this edition praised the brand for its “consistency and credible quality, created since its origins and becoming a benchmark for the industry”. Lorena Deaconu, oenologist and member of the Academy, explained that her vote recognized “the good expression of the variety and terroir, well structured and balanced, constant quality and reasonably priced”.

The group of experts comprising the jury quadrupled its representatives for this year (200), among them masters of wines, advisers, oenologists, wine writers, buyers, educators and analysts.

They voted on the 6 most admired wine brands, with which they have no relationship, based on the following criteria:
- They should be of a consistent and improving quality
- Reflect their region or country of origin
- Respond to the needs and tastes of their objective public
- Successful distribution and packaging
- Wines that are very attractive to a broad demographic group