Orlando Bloom Becomes the New Face of Casillero del Diablo
Chilean wine brand Casillero del Diablo has launched a new chapter in its global marketing strategy by appointing British actor Orlando Bloom as its new international ambassador. The move marks a significant transition for the brand, whose recent promotional campaigns were closely associated with actor Pedro Pascal and the cinematic storytelling that has characterized the company’s communications in recent years.
By bringing Bloom on board, the winery aims to strengthen its international profile through a globally recognized personality. Known for starring in some of the most successful film franchises of the past two decades, the actor brings an image associated with adventure, charisma and worldwide appeal—qualities that align naturally with the mythical universe surrounding the Casillero del Diablo brand.
The brand’s identity is deeply rooted in the famous legend of Don Melchor de Concha y Toro, who allegedly spread rumors that the devil guarded his private wine cellar in order to deter thieves. Over time, that story evolved into one of the most distinctive and enduring marketing narratives in the global wine industry.
Bloom’s appointment continues a strategy of partnering with prominent film stars to elevate the brand beyond the traditional wine category. Previously, Pedro Pascal fronted a series of high-profile campaigns that combined cinematic production values with the mysterious atmosphere of the Wine Legend concept, helping the brand maintain strong visibility across international markets.
The decision also highlights Casillero del Diablo’s ambition to remain relevant among younger consumers while reinforcing its position as one of the most internationally recognized Chilean wine brands. The label remains a cornerstone of the Concha y Toro portfolio and a leading ambassador for Chilean wine around the world.
With Orlando Bloom taking center stage, the brand begins a fresh phase that seeks to modernize its global image while preserving the elements that have defined its success for decades: legend, intrigue and powerful storytelling
Sobrelías Redacción
Sobrelías Redacción