Casillero del Diablo

Casillero del Diablo is a Chilean wine brand owned by Viña Concha y Toro S.A. It is one of the winery group's principal international brands and is sold across a broad range of markets, including Europe, North America, Latin America, Asia, and Oceania. The brand's name translates approximately as “Devil's Cellar” and is central to its identity, packaging, communications, and consumer storytelling. The brand is associated with a legend attributed to the Concha y Toro estate. According to the story, founder Melchor de Santiago Concha y Toro reserved a private cellar for his best wines. When rumors spread that the wines were disappearing, he deliberately suggested that the Devil lived in the cellar, discouraging intruders. The story became the basis for the Casillero del Diablo name and helped distinguish the brand in export markets. The legend is a marketing narrative rather than evidence of a supernatural event. Casillero del Diablo was introduced as a commercial brand in 1966. It occupies a position between everyday commercial wine and more premium estate or reserve offerings. Its core proposition combines recognizable grape varieties, consistent production at scale, Chilean origin, and an easily remembered brand story. The portfolio has traditionally centered on red wines such as Cabernet Sauvignon, Merlot, Carmenere, Shiraz or Syrah, and Pinot Noir, alongside white varieties including Sauvignon Blanc, Chardonnay, and Riesling. Rosé, sparkling, reserve-level, low-alcohol, and other market-specific extensions have also appeared in different markets and periods. The brand is produced and marketed through Viña Concha y Toro's international supply, distribution, and commercial network. Its products are generally presented by grape variety and wine style, allowing consumers to make familiar choices while retaining the distinctive Casillero del Diablo identity. Bottle labels and promotional materials commonly emphasize the cellar legend, the devil motif, and Chilean viticulture. Casillero del Diablo's international growth reflects the expansion of Chilean wine exports from the late twentieth century onward. The brand has been used by Concha y Toro as a globally scalable label rather than a single-vineyard wine. Availability, exact product names, alcohol levels, packaging, and portfolio composition vary by country because of local regulations, distributors, and consumer preferences. The brand remains active and is one of the most visible Chilean wine labels outside Chile.

Casillero del Diablo belongs to the history of Viña Concha y Toro, one of Chile's best-known wine producers. The winery was established in 1883 by Melchor de Santiago Concha y Toro and his wife, Emiliana Subercaseaux. Its origin estate was in the Maipo Valley near Santiago, an area that became strongly associated with Chilean wine production. The Concha y Toro name later developed from a domestic winery into an international wine business with vineyards, production facilities, and distribution relationships in multiple countries. The legend behind Casillero del Diablo is connected to an old private cellar at the Concha y Toro estate. The story says that Concha y Toro kept his finest wines in a secluded cellar. After noticing that bottles were disappearing, he spread the rumor that the Devil occupied the cellar. The supposed warning deterred people from entering and gave the cellar its memorable name. Concha y Toro subsequently used the story as the foundation for a wine brand, turning a local estate anecdote into an international piece of brand mythology. The commercial Casillero del Diablo brand was introduced in 1966. Rather than being limited to one vineyard or one grape, it was developed as a range organized around familiar varietal categories. This structure allowed the brand to communicate simply in export markets: consumers could select a grape variety they already knew while encountering a consistent label design and a common brand story. Cabernet Sauvignon became one of the brand's most prominent offerings, while Merlot, Carmenere, Shiraz or Syrah, and Pinot Noir broadened its red-wine range. Sauvignon Blanc, Chardonnay, and other white wines extended the portfolio beyond reds. The brand's development coincided with the modernization and internationalization of Chilean wine. From the late twentieth century, Chilean producers increased their focus on export quality, modern winemaking, global distribution, and consistent branded products. Viña Concha y Toro invested in vineyards and production capacity and built relationships with distributors and retailers outside Chile. Casillero del Diablo benefited from that infrastructure and became one of the group's most internationally visible consumer labels. Its identity combines three elements: Chilean origin, recognizable grape varieties, and the cellar legend. The devil figure supplies memorability and gives the brand a narrative that can be adapted to packaging, advertising, digital content, and retail displays. The wine itself is generally marketed as approachable and dependable rather than as an extremely rare or highly specialized estate bottling. This helps the brand serve mainstream and premium-mainstream consumers across different countries. Over time, the range has expanded and changed according to market demand. In addition to core red and white varietals, the brand has offered reserve or higher-tier expressions and, depending on the market, sparkling, rosé, low-alcohol, or other extensions. Product availability is not uniform worldwide. Local labels, vintages, formats, and regulations can differ, and individual products may be discontinued or renamed without changing the identity of the parent brand. Today, Casillero del Diablo remains an active international brand within Viña Concha y Toro's portfolio. Its continuing role is that of a scalable Chilean wine label with broad distribution, strong recognition, and a storytelling platform based on the Devil's Cellar legend.

1. 1990Concha y Toro becomes a listed company

   Viña Concha y Toro became a publicly traded Chilean wine company, providing the corporate platform through which its international brands, including Casillero del Diablo, expanded.

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2. 1966Commercial introduction of Casillero del Diablo

   Viña Concha y Toro introduced Casillero del Diablo as a branded wine range built around the Devil's Cellar story and varietal wines.

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3. 1883Foundation of Viña Concha y Toro

   Melchor de Santiago Concha y Toro and Emiliana Subercaseaux established Viña Concha y Toro in Chile, creating the winery whose estate history later supplied the Casillero del Diablo legend.

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An accessible, internationally recognizable Chilean wine brand positioned around reliable varietal wines, export-scale consistency, and a distinctive devil-and-cellar story.

• Casillero del Diablo Cabernet SauvignonRed wine

  A core red-wine expression built around Cabernet Sauvignon. It is one of the brand's most recognizable varietal offerings and is marketed as an approachable Chilean wine for broad international distribution. Exact blend composition, vintage, alcohol content, and tasting profile can vary by market and release.

• Casillero del Diablo CarmenereRed wine

  A Carmenere-based red that connects the brand with one of Chile's signature grape varieties. It extends the core portfolio beyond internationally common Cabernet Sauvignon and Merlot and is offered in selected export markets.

• Casillero del Diablo MerlotRed wine

  A soft, fruit-oriented varietal red intended for accessible everyday and social drinking occasions. The Merlot expression uses the same recognizable Casillero del Diablo branding while giving consumers a familiar alternative to Cabernet Sauvignon.

• Casillero del Diablo Sauvignon BlancWhite wine

  A white-wine expression based on Sauvignon Blanc and positioned as a fresh, approachable complement to the brand's red portfolio. It is distributed internationally, although precise specifications and availability depend on the market.

• Casillero del Diablo ChardonnayWhite wine

  A Chardonnay expression that broadens the brand's white-wine offering. It uses the brand's consistent varietal architecture and cellar mythology while presenting a grape variety familiar to consumers in many export markets.

1. Viña Concha y Toro: Our History
2. Casillero del Diablo official website
3. Viña Concha y Toro investor information