Old Trafford – New experience

When gifted Chilean vintner Don Melchor de Concha Y Toro first made his wine, enthusiasts would break into his cellar and steal whole barrels.

So Don Melchor spread a rumour that the Devil himself lived in the cellar and would claim the soul of every wine thief. The threat of eternal burning stopped the larceny and Don Melchor’s rumour became a legend in the land.

Today, the wine is known as Casillero del Diablo – the devil’s cellar – and the brand is a Manchester United sponsor.

To bring the brand to life at Old Trafford, Kevin Murphy’s team built a Devil’s Cellar experience in the car park.

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The replica wine cellar had sound effects, vineyard aromas and an eerie projection of the devil himself. Fans received a sample of Casillero del Diablo, walked through a ‘vineyard’ and emerged, somewhat nervously, into the Devil’s Cellar itself to face the truth of the legend.

As it happened, they came face to face with genuine legends – Bryan Robson, Andy Cole, Dwight Yorke and Denis Irwin – and were able to chat and have photos taken with their heroes.

The Devil’s Cellar exceeded all expectations (8,500 glasses of wine were sampled that day!) and Manchester United’s Head of Global Partnerships rated it the best match day sponsorship activation yet. It is now held up as the benchmark for other sponsors who are looking for a truly strategic approach to exploiting sponsorship budgets.