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The Devil is in the Details of a New Brandy Bottle

Chilean wine brand Casillero del Diablo enters the spirits category, with a custom brandy bottle with shoulders shaped to resemble a Devil's horns and graphics.

Diablo bottle
The custom bottle presents a dark, spooky feel through its sharp lines and well-defined shoulders that playfully resemble the Devil’s horns.

Part of the renowned Concha Y Toro Group, Casillero del Diablo is currently the second most powerful wine brand in the world, according to Wine Intelligence Index. With strong brand awareness and consumer engagement, Concha Y Toro partnered with boutique branding and packaging design agency Appartement 103 to expand its portfolio by introducing a premium Pisco—a type of brandy, or distilled grape wine—into the Chilean market. The new product development marks the group’s entry into the world of spirits, an entirely new category of operation since its foundation in 1883.

With the objective to shake a fairly traditional category and appeal to younger consumers, Appartement 103 developed a custom bottle and brand identity as well as secondary packaging and key visuals inspired by one of their flagship wine brands Diablo. The custom bottle captures this spirit through its sharp lines and well-defined shoulders that playfully resemble the Devil’s horns.


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