United Extend Deal With Concha Y Toro

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Reuters / Phil Noble

Manchester United have extended their deal with winemaker Concha y Toro by a further three years. 

United’s partnership with Chile’s leading wine producers stretches back to 2010, and will now run up to 2019.

Concha y Toro’s global partnership with United was the first ever wine deal in English football. The partnership has been built around its iconic Casillero del Diablo brand. The limited-edition Manchester United Legendary Wine Collection has enjoyed a lot of success since it was launched in 2014, and has seen over 300,000 bottles sold.

Manchester United Group Managing Director Richard Arnold said: “Long-standing relationships are very important to us and Casillero del Diablo is at the heart of our family of global partners, and a natural part of our fabric too.

“As it has become a familiar part of the Old Trafford and Manchester United experience; its success and growth has helped people around the world see its true quality and helped put Chilean wine on the map.”

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He added: “With a rich heritage, a clear identity, popularity around the world and a commitment to quality, we have shared a lot of common ground and this will be the bedrock of our success moving forward.”

The corporate marketing director of global brands at Concha y Toro, Cristobal Goycoolea, commented: “Casillero del Diablo and Manchester United share the pillars of history, tradition and values, and these three characteristics have made this alliance a true global success.

“We are very proud to renew our contract, and it motivates us to continue working the way we always have.”


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