Marketing the Devil: Casillero del Diablo’s Devil’s Collection

Casillero del Diablo is sure that their Devil’s Collection will be the hottest wines around.  Their marketing oozes notes of sultry, sexy, and yes, hot.  The site states that these wines are for “sophisticated, unique people who constantly enjoy every moment of life without restrictions or complications.  They may not be experts, but they know how to tell a fine wine and enjoy a nice glass with good company.”  Who can argue with that?

Touted as a “high quality wine for a new generation” at an affordable price, this is just what our beloved Millennials are asking for…aren’t you? I’d love to read your comments about the site or video shown below as well as your thoughts about the wines themselves. And us non-Millennials? Please let me know what you think.  Frankly, I wasn’t a business major and am not a marketing expert but I do appreciate a creative wine campaign regardless of the quality of the product.  Casillero del Diablo seems to have figured it out.

But this time, PR actually delivers what is true.  The wines I’ve enjoyed through the years from Casillero del Diablo have been consistently delicious. This recognizable brand has proven to be one with a satisfying quality to price ration and when someone asks me about which wines from Chile are affordable and worth purchasing, I recommend those from Casillero del Diable.

Approachable and uncomplicated (exactly how the wines are framed in the promotions), the Devil’s Collection White 2013 and the Devil’s Collection Red 2013, sent as samples, are at a price point that will allow anyone a chance to enjoy wine from Chile, one of my favorite wine regions.  Both red and white were pretty darn good and my wine loving friends who helped me taste felt the same way.  So, just have fun with these wines and whatever happens, you can blame it on the Devil (or good marketing)…

Devil’s Collection White 2013 (sample) – A crisp, simple wine from the Casablanca region, northwest of Santiago and Chile’s first cool climate coastal region, this “secret blend” (I’m thinking Sauvignon Blanc and Chardonnay were somewhere in the mix) was pale gold in the glass and exuded lovely aromas of grapefruit, minerality, and salinity. On the palate, I found plenty of acidity, bright citrus, and a zesty finish.  Fermented in stainless steel tanks, the fruit retained its freshness prompting one of my friends to say, “It’s like a sunny day!”. Cost is less than $15.

Devil’s Collection Red 2013 (sample) – From the Rapel Valley, a sub-region of the Cachapoal Valley and the largest wine producing region in Chile’s Central Valley, aromas bursting from the glass were of lavender, black cherries, and vanilla.  Aged in French and American oak, I found notes of sweet spice, black pepper, herbs, chocolate, and red fruits with a touch of earth.  Balanced with integrated tannins and a long, tingly finish this wine of 60% Syrah, 25% Cabernet Sauvignon, and 15% Carmenere paired well with burgers on the grill.  After aerating for a half hour or so, you may sip and savor this interesting red with game meats, pizza, meat with rich sauces, or hard cheeses.  Cost is $15.

 Cheers! ~ Cindy