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DIABLO announces partnership with The Devil Wears Prada musical

New show opens in London at the Dominion Theatre with music by Elton John

DIABLO announces partnership with The Devil Wears Prada musical
Andy Marino
By Andy MarinoNov 01, 2024
Andy Marino
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Diablo, the producer of disobediently good wines, has inked a partnership with new musical The Devil Wears Prada, which makes its UK debut in London this month.

Diablo (which means "devil" in Spanish) will feature on programmes, and competitions will be run to award tickets for the shows, which run until 31 May 2025. Diablo wines will also be poured at Elton John’s Opening Night Gala at the British Museum in London on 1 December, where a bespoke "Diablo" bar will be built.

The Devil Wears Prada Musical is a new stage adaptation of the popular 2006 film, itself based on Lauren Weisberger's novel.

The Diablo wine brand, first launched in 2018, is growing at a phenomenal rate in the UK, +33.4 per cent by value in the past 52 weeks. It has successfully introduced new wines into its portfolio, with the original Diablo Dark Red being joined by Chardonnay, and most recently Purple Malbec, Volcanic Cab and Deep Carmenere, all listed in major multiple grocers.

Diablo is attracting a distinctive younger and more affluent shopper (45 per cent of its shoppers are under 45 versus 14 per cent of shoppers across total still wine).

“This is an incredibly exciting time for the brand," said Javiera Moller, Senior Brand Manager at Concha y Toro UK. "The Devil Wears Prada is an iconic and much-loved story, now brought to life on the London stage with a star cast and a great score by Elton John, and the 'devil' connection makes it a perfect partner for our brand.

“Our audience are disruptive, intelligent, stylish and early adopters of brands and trends. This partnership gives us the chance to activate with our target consumers, and build the profile of an already-thriving wine brand.”

From its initial launch in 2018 with Diablo Dark Red blend, the brand now has six wines in multiple retail distribution in the UK:

Diablo Dark Red

Diablo Volcanic Cabernet Sauvignon

Diablo Purple Malbec

Diablo Deep Carmenere

Diablo Golden Chardonnay

Diablo Crystal Sauvignon Blanc

The brand has grown from £2 million in retail sales value in the UK less than five years ago to be worth over £20 million today (RSV).

concha y torowinediablodevil wears pradamoviejaviera moller

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