Visiting Concha y toro

Visiting Concha y toro

Whether WINELIFE would like to take a day trip to London to experience the Concha y Toro Cassilero del Diablo legend? Of course! So on a sunny, weekday, we dove into a darkened, red-lit nightclub along with an international party.
Text: Petri Houweling

Visiting Concha y toro
Would you steal from the devil?

Inside, there is such a cosy harrypotter atmosphere. Welcome to the Devil's Cellar is the theme, as the devil is a common thread in the naming of the wines in this line from Concha y Toro, a successful Chilean wine brand. You probably know the brand, its wines are widely available in the Netherlands' best-known supermarket chain. 


The name Casillero del Diablo, or 'the devil's locker', was coined in the late 19th century by Chilean politician and businessman Don Melchor de Santiago Concha y Toro. He had a great fondness for wine from Bordeaux. So he decided to make this type of wine in Chile too. In 1883, he planted Bordeaux vines in the Maipo Valley, in the very first Concha y Toro vineyard. The wines caught the eye of many and his private wine stock was regularly stolen. To counter this, he made up the story that the devil was in his cellars. Not only did the thefts stop, the name also proved to be a golden opportunity for this brand.

Further reading? You will find more information in WINELIFE Magazine, issue 85. You can order this here. 

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