Unlocking Diabolical Growth for Casillero del Diablo

Casillero del Diablo is one of the best known and respected wine brands in the world.

It’s already one of the UK’s top Five wine brands – so we knew we had quite a challenge on our hands when the CYT team asked us to help them unlock a ‘step-change’ in volume before the end of 2023.

We’re no strangers to ‘big, hairy, audacious goals’ …

Tackling BHAGs

We carefully planned and executed a strategic workshop that brought together the key decision makers from both Chilean and UK teams.

  • We analysed brand strengths and weaknesses – and identified key ‘levers’ of growth
  • We got the team face-to-face with consumers – to uncover triggers and barriers to brand choice
  • We used inspiring stimulus to disrupt the team’s thinking – and generate stretching growth ideas
  • We used consumer co-creation – to evolve their thinking and prioritise concepts
  • Then we helped them develop fast-track activation plans …

The objective had been to identify two disruptive initiatives – in fact, we helped them come up with SIX!

Unleashing Disruptive Growth

Growth Lever #1:

Penetrate New Geographies

Challenge:  Casillero’s Cabernet and other reds dominate the Chilean fixture, but space & liquid supply are finite.

Solution:  Consumers perceive CdD as a ‘latin’ brand – so why not stretch the brand’s power into Spanish reds too?

Growth Lever #2:

Unlock Full Potential of Whites

Challenge:  Casillero’s whites get great reviews, but undertrade dramatically relative to New Zealand’s

Solution:  Refresh the range, then create a dedicated campaign to challenge the supremacy of NZ in crisp, refreshing whites.

Growth Lever #3:

Bring The Devil’s Cellar Story To Life

Challenge:  Consumers love the product, but don’t associate the ‘devil’s cellar’ with a ‘superb-quality’ story.

Solution:  Recruit the Chilean, Game of Thrones’ actor Pedro Pascal to star in compelling brand advertising.

What’s Your Growth Challenge?

What is the challenge that’s holding back your business growth?

  • Disruptive Strategy: Need to get beyond tactics and work out how to refocus your ways-of-winning?
  • New Product Ideas:  Need to build a pipeline of breakthrough new product ideas or business solutions?
  • Brand Renovation: Looking to revitalise and refresh an existing brand to extract maximum value?
  • Brand Stretch: Looking to build on your core brand equity and add new value streams?

Small-Team, Ultra-Creative or Agile Consumer Co-Creation?

Workshops can help you achieve strategic alignment, harness team problem-solving, unleash creativity, gain commitment and even accelerate agile-implementation … but which workshop framework is right for your challenge?

We’ll help you choose the right format, plan the right structure and deliver a solution that’ll unlock growth!

Strategic Incubator

Small team, moderated workshops can be the perfect format for strategic problem solving, concept crafting or even building action-based brand implementation plans.

Creative Hot-House

Multi-disciplinary creative hot-houses are a brilliant way of harnessing the brainpower of your team and expert witnesses to generate disruptive and creative new solutions.


Rapid-recyclers combine the creativity of hot-houses, with the focus of Incubators, but add consumers to evaluate and evolve concepts in real-time – creating the ultimate fast-track solution

What Makes Our Workshops Different?

We recognise that bringing a team together for a creative workshop is a major investment – consequently we make them work hard!

We make sure we know exactly what you’re seeking to achieve – and focus everything on delivering your objective.

We carefully balance fun and creativity, with focus and cerebral challenge to create a workshop plan filled with tools, techniques, energisers and mental stimulation you need to get the best out of your team.

Everything we do is driven by six proven principles of great brainstorming.

We never lose sight of the objective – to get you the growth solutions you need!

Unlock The Power of Your Team

We custom-build solutions for each and every client – and can help you deliver incubator, hot-house and recycler solutions – online or face-to-face!

If you’d like to explore how we could help you unlock your team’s brainpower, please get in touch, give us a call on +44 1491 411272, or connect with David or Joanna via LinkedIn.