The Devil is in the Details of a New Brandy Bottle

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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Enhancing brand recognition and shelf impact, the Devil’s face icon has been designed on a crafted red stone. Says Appartement 103, the boldness of this accessory contrasted with the overall presentation ensures purity and elegance, allowing the golden liquid to shine.

Diablo Pisco is the first collaboration between Appartement 103 and Concha Y Toro group, which proved to be a success since its early launch days. Widely available across the country, the newly launched brand has exceeded expectations and sold over 144,000 bottles in the first six months in Chile alone.

Says Dennis Isaac, Concha Y Toro’s Head of New Business Development, “It was a real pleasure to have the chance to work with Appartement 103 team. From the very beginning, I felt they were more than a packaging design agency, in fact, they were the strategic partner we were looking for to take on this great (and tough) challenge. We took one of our vineyard's flagship brands  Diablo into the spirits world. The project scope was fantastically achieved, Appartement 103 put its creativity and the brand’s DNA together, resulting in a breathtaking outcome, the newborn Diablo Pisco.”