The presentation was delivered by Ben Smith (Corporate Communications), followed by Claire Raine (Head of Brands Marketing), Alex Price (Head of Insights), Clare Griffiths (Commercial Director) and, finally, Kasia Woods (Country Manager Belgium & Netherlands).
From a historical point of view, it is worth remembering that the brand is based on a legend dating back to 1883, which sought to prevent the theft of Don Melchor de Concha y Toro’s valuable wines. He spread the word that the Devil lived in the cellar.
Concha y Toro became a B Corporation in 2021 and operates a vertically integrated business model. Its vision is to be Europe’s most trusted premium wine partner and to build high-quality, inspiring brands that add value for customers and shoppers. In my opinion, the key figures are its 12,000 ha of vineyards and its brands from a range of origins: Mirabeau in France, Bonterra in the USA, Trivento in Argentina and, of course, all the other brands in Chile.
They shared many consumer study results and used them to build a framework of “winning occasions”. One example is “Mark the moment”, an occasion for celebrating. In the Netherlands, for instance, one of the top three reasons for engaging with consumers is when they want to share with others and connect.
They have Orlando Bloom as Global Brand Ambassador for Casillero del Diablo, and with this they aim to own the “Cozy Night” occasion through films.
Casillero del Diablo
I was able to taste the whole collection: Sauvignon Blanc 2026, Viognier 2026, Chardonnay 2026, Merlot 2024 and Cabernet Sauvignon 2025. The latter contains 9% Syrah and 4% Merlot, plus other varieties. The grapes come from a variety of vineyards, and the wine has the aroma of blackcurrant and the soft tannins typical of Chile. 72% of the wine was aged in barrel for 10 months.
To finish, we tasted a Carmenère from Peumo, with 30% barrel ageing for 8 months. It was a wine that expressed the most characteristic side of Carmenère, with notes of tobacco and coffee and soft tannins with medium acidity. I did not pick up the green, vegetal aromas as much; perhaps it sat somewhere in between, but it was pleasant all the same.
Gastronomy
I had the pleasure of tasting this main course with a Cabernet Sauvignon Don Melchor 2020, 14% ABV, from Puente Alto Vineyard. I consider it an expression of Maipo. It is ready to drink now, and in my view all its flavour and texture components are well balanced.
This was the starter, and we enjoyed it with an Amalia 2023 Chardonnay, 100% from Limarí. This Chardonnay stands out for being elegant and barrel-fermented, from calcium carbonate soils close to the coast. It was a successful pairing, and at the end you notice that touch of wood that completes its complexity.
Conclusions: There were eight guests in the grand hall of the Hotel L’Europe in Amsterdam (watch on my Tik Tok) . I am very proud that Chile, the country where I grew up, produces wines of this quality and has such a wide presence around the world. On this occasion we looked at what they want to communicate to consumers and how to win one of their occasions, as well as aspects such as vineyard management and their commitment to nature and society. This is highly important in these times. Since these wines would not look good without alcohol, they can contribute in other ways through their vineyard management and sustainability.
