Actor Orlando Bloom is to appear in a global marketing activation for Viña Concha y Toro, having agreed to become the next brand ambassador for the group’s Casillero del Diablo flagship.
An international campaign is set to be rolled out “in the coming months”, starting in Concha y Toro’s home market of Chile, followed by Brazil, Ireland, Mexico and the UK. The company said it hopes to “strengthen the brand’s positioning in its key international markets, connecting its story with new audiences around the world”.
Bloom has simultaneously been unveiled as Casillero del Diablo’s new global ambassador, taking over from Pedro Pascal, who assumed the role in 2021. The length of Bloom’s contract with the brand was not disclosed.
“What excites me most is the opportunity to help bring that legacy to life for a new global audience, honouring its origins while reimagining it in a way that feels fresh, cinematic and contemporary,” the Lord of the Rings actor said.
Global marketing director Sebastián Aguirre added: “For Casillero del Diablo, the announcement of Orlando Bloom as global spokesperson and star of our new campaign is a fresh milestone in the brand’s history. He is a figure of international reach, with a substantial career, embodying values deeply aligned with our DNA: sophistication, character, authenticity and a truly global outlook.”
In the first quarter of 2026, Concha y Toro saw its sales slide by almost 8%. The group’s wine volumes in the three months to the end of March fell by 6.8%.
