Casillero del Diablo - "Cellar of Devil"
The great success of the WGC-HSBC Champions last October in Shanghai encompassed the involvement of the world famous Chilean wine Casillero del Diablo. Vietnam Golf Magazine gets to know Guy Nussey, its Regional Director Asia-Pacific.
- Mr. Guy Nussey, Casillero del Diablo's Regional Director Asia-Pacific. (Photo: VGM)
Can you tell us the story about the origin of the wine and the legend behind its name?
A long time ago, a ship set sail from Bordeaux, France to bring people with the precious vines to attend the American continent. Touching this land in Chile, their grapes were turned into a mysterious wine that in time would become a magical legend. The wines produced in a cellar here were so good that were often stolen by the villagers. More than 100 years ago, Don Melchor, a canny politician and businessman, devised a plan to put an end to the thefts. He spread a rumor that the devil lived in his cellar!
The rumor spread like wild fire. Many claimed to have seen the devil with their own eyes and before long, everyone trembled with fear. No one was ever able to confirm the existence of his cellar’s guardian. But now the legend lives on and the story about “the Cellar of Devil” went into the name of Casillero del Diablo that has become well-known around the world.
Please tell us about the success of Casillero del Diablo (CDD)?
We can say that CDD is the world’s biggest Chilean brand with 130 years’ history. Our company Concha y Toro is the biggest wine company in Chile and claims to be fifth-biggest in the world, its land is holdings 10,750ha of vineyards. The success of the CDD is the great combination of the legend history of the good wine with the very successful marketing strategy. CDD is globally recognized for its fantastic wine produced by talented wine makers. If you talk with Marcelo Papa, he will tell you that the quality of the CDD is now much better than when he started in 1999.
By the end of 20th century, we only produced two million bottles of wine but now, it’s about 60 million bottles a year. We are growing very fast. With a good marketing plan and a wonderful team, we know how to bring our quality products to the world level. We are on the right track to sponsor big sport events, such as WGC-HSBC or Manchester United.
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