New show opens in London at the Dominion Theatre with music by
Elton John
Diablo wines will also feature at Elton John’s Opening Night Gala in support of his Aids Foundation at the British Museum
‘Disobediently Good’ wine brand is growing at +33.4% in UK retail value sales*
Diablo, the producer of disobediently good wines, is delighted to announce a partnership with new musical The Devil Wears Prada, which makes its UK debut in London this month.
Diablo (which means ‘devil’ in Spanish) will feature on programmes, and competitions will be run to award tickets for the shows, which run until 31st May 2025. Diablo wines will also be poured at Elton John’s Opening Night Gala at the British Museum in London on 1st December, where a bespoke ‘Diablo’ bar will be built.
The Devil Wears Prada Musical is a vibrant new stage adaptation of the popular 2006 film, itself based on Lauren Weisberger's novel. It stars Vanessa Williams in the lead role of Miranda Priestly, and Georgie Buckland as Andy Sachs.
The Diablo wine brand, first launched in 2018, is growing at a phenomenal rate in the UK, +33.4% by value in the past 52 weeks*. It has successfully introduced new wines into its portfolio, with the original Diablo Dark Red being joined by Chardonnay, and most recently Purple Malbec, Volcanic Cab and Deep Carmenere, all listed in major multiple grocers.
Diablo is attracting a distinctive younger and more affluent shopper (45% of its shoppers are under 45 versus 14% of shoppers across total still wine).
Javiera Moller, Senior Brand Manager at Concha y Toro UK, says
“Our audience are disruptive, intelligent, stylish and early adopters of brands and trends. This partnership gives us the chance to activate with our target consumers, and build the profile of an already-thriving wine brand.”